INFLUENCE OF RELATIONSHIP MARKETING, CORPORATE IMAGE, AND SERVICE QUALITY ON FARMER LOYALTY
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Sari
This study aimed to analyze the influence of relationship marketing, corporate image, and service quality on farmer loyalty. The respondents were sugarcane farmers in Kediri, East Java. Primary data were collected through questionnaires containing statements to be responded directly. A total of 119 farmers in this study were selected using purposive sampling. The analysis was done using WarpPLS 7.0 software to solve the structural equation model. The results proved that relationship marketing, corporate image, and service quality have a positive and significant influence on farmer loyalty, meaning that the better the relationship marketing, corporate image, and the quality of services provided, the greater the farmer loyalty. Service quality has the most considerable path coefficient value, followed by corporate image and relationship marketing.
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PDFDOI: http://dx.doi.org/10.31602/.v1i1.4022
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