The Influence of Relational Marketing, Trust, dan Emotional Proximity on Customer Loyalty
(Case Study BOLT 4G LTE)
Abstract. Business development in the telecommunications sector has been increasingly
developed and companies in this field are increasingly engaged in competition for loyal
customers. But as for the problems of this competition, such as the transfer of consumers
from one product to another because companies pay less attention to consumers, moreover
the absence of closeness between consumers and the company.
This study aims: 1). To find out whether relational marketing, trust, and emotional
closeness together have a significant influence on customer loyalty in the company BOLT
4G LTE; 2). To find out whether relational marketing influences customer loyalty; 3). To
find out whether trust influences customer loyalty; 4). To find out whether emotional
closeness affects customer loyalty.
The analysis used in this study is multiple linear regression analysis, sample selection is
done by purposive sampling. The sample used was 100 respondents, with multiple linear
regression analysis. This study uses the Rosque method.
The results showed 1). Relational marketing, trust, emotional closeness together have a
positive and significant influence on customer loyalty; 2). Relational marketing has a
positive and significant effect on customer loyalty; 3). Trust has a positive and significant
effect on customer loyalty; 4). Emotional closeness has a positive and significant effect on
customer loyalty. The results of the analysis using the coefficient of determination is
known that 76% of customer loyalty variables can be explained by variations of relational
marketing variables, trust and emotional closeness, while 24% is explained by other
variables not included in this study.
Keywords: Relational Marketing, Trust, Emotional Proximity, Customer Loyalty.