The Influence of Relationship Marketing and After-Sales Service on Consumer Satisfaction at PT. Kebon Jeruk Palace (Honda Car Dealer) in West Jakarta
DOI:
https://doi.org/10.58174/ijimes.v1i1.18Keywords:
Relationship Marketing; After-sales service; Consumer Satisfaction.Abstract
The purpose of this study is to determine the influence of relationship marketing and after-sales service on consumer satisfaction at PT. Kebon Jeruk Palace (Honda Car Dealer) in West Jakarta. The method used is quantitative. The sampling technique used the slovin formula and a sample of 228 respondents was obtained. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, determination coefficient and hypothesis test. The population in this study is consumers of PT. Kebon Jeruk Palace (Honda Car Dealer) in West Jakarta and the number of saturated samples amounted to 228 respondents. The method of data collection is through questionnaires with a likert scale, observation, and literature study. The results of this study are that relationship marketing has a significant effect on consumer satisfaction with a determination coefficient of 40.2% and a hypothesis test obtained from t > t table or (13,674 > 1,969). After-sales service had a significant effect on consumer satisfaction with a determination coefficient of 41.2% and hypothesis tests obtained t > t table or (13,951 > 1,969). Relationship marketing and after-sales service simultaneously have a significant effect on consumer satisfaction with the regression equation Y = 16.834 + 0.210X1 + 0.152X2, nii the determination coefficient is 51.4% while the remaining 48.6% is influenced by other factors. The hypothesis test obtained an F value calculated > F table or (146.759 > 2.637).
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