PRNGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS ORANG TUA DAN SISWA NEW PRIMAGAMA PONDOK KELAPA

ASHIL KHANZA FALDIZA, . (2025) PRNGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS ORANG TUA DAN SISWA NEW PRIMAGAMA PONDOK KELAPA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh tingginya persaingan dalam industri pendidikan nonformal, khususnya lembaga bimbingan belajar. Salah satu cabang yang menarik perhatian adalah New Primagama Pondok Kelapa yang berhasil meraih penghargaan “Best Branch” pada tahun 2023. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Relationship Marketing terhadap loyalitas orang tua dan siswa di lembaga tersebut, mengingat loyalitas merupakan faktor penting dalam mempertahankan keberlangsungan layanan bimbingan belajar. Terdapat dua variabel dalam penelitian ini, yaitu Relationship Marketing (X) sebagai variabel independen dan Loyalitas (Y) sebagai variabel dependen Penelitian ini menggunakan teori Relationship Marketing yang menekankan pada pentingnya membangun hubungan jangka panjang melalui dimensi kepercayaan, komitmen, komunikasi, dan penanganan konflik. Sementara itu, loyalitas diukur melalui dimensi repeat purchase, retention, dan referrals. Teori-teori seperti Marketing Communication dan Integrated Marketing Communication juga mendukung dalam menciptakan hubungan emosional antara lembaga dan pelanggan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan jenis penelitian eksplanatori. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 107 responden yang terdiri dari siswa dan orang tua yang telah mengikuti program bimbingan belajar minimal selama dua semester. Data dianalisis menggunakan uji regresi linear sederhana untuk mengetahui pengaruh variabel independen terhadap dependen Hasil penelitian menunjukkan bahwa Relationship Marketing berpengaruh positif dan signifikan terhadap loyalitas orang tua dan siswa di New Primagama Pondok Kelapa. Dimensi komitmen menjadi yang paling dominan dalam Relationship Marketing, sementara repeat purchase menjadi dimensi tertinggi pada loyalitas. Namun demikian, penanganan konflik dan retention menjadi dimensi dengan skor terendah, yang menunjukkan adanya ruang untuk perbaikan. Kesimpulan dari penelitian ini adalah bahwa penerapan Relationship Marketing terbukti positif dan signifikan serta mampu meningkatkan loyalitas dalam sektor pendidikan. Komitmen lembaga dalam menjalin hubungan jangka panjang dengan orang tua dan siswa terbukti menjadi faktor kunci dalam menciptakan loyalitas. Oleh karena itu, penguatan komunikasi, pelayanan personal, serta sistem penanganan keluhan perlu terus ditingkatkan guna menjaga keberlanjutan loyalitas pelanggan. Kata Kunci: Lembaga Pendidikan Non-Formal, Loyalitas, Marketing Komunikasi, Relationship Marketing. ***** This research is motivated by the intense competition in the non-formal education industry, particularly in tutoring institutions. One notable branch is New Primagama Pondok Kelapa, which received the "Best Branch" award in 2023. The aim of this study is to examine the influence of Relationship Marketing on the loyalty of parents and students at the institution, considering that loyalty is a crucial factor in sustaining the continuity of tutoring services. This research involves two variables: Relationship Marketing (X) as the independen variable and Loyalty (Y) as the dependen variable. Relationship Marketing is analyzed through four key dimensions: trust, commitment, communication, and conflict handling. Meanwhile, loyalty is measured by the dimensions of repeat purchase, retention, and referrals. Supporting theories such as Marketing Communication and Integrated Marketing Communication are also referenced to explain how emotional connections between institutions and customers are formed. A quantitative approach was used in this explanatory research. Data were collected through questionnaires distributed to 107 respondents, consisting of students and parents who had participated in the tutoring program for at least two semesters. The data were analyzed using simple linear regression to determine the effect of the independen variable on the dependen variable. The results show that Relationship Marketing has a positive and significant influence on the loyalty of parents and students at New Primagama Pondok Kelapa. Among the Relationship Marketing dimensions, commitment was the most dominant, while repeat purchase ranked highest in the loyalty dimension. However, conflict handling and retention showed the lowest scores, indicating areas that need improvement. In conclusion, the implementation of Relationship Marketing has proven to be positively significant in increasing customer loyalty in the education sector. The institution’s commitment to building long-term relationships with parents and students is a key factor in fostering loyalty. Therefore, strengthening communication, personal services, and complaint-handling systems is essential to maintain long-term customer loyalty. Keywords: Loyalty, Marketing Communication, Non-Formal Education Institution, Relationship Marketing

Item Type:	Thesis (Sarjana)
Additional Information:	1) Asep Soegiarto, M.Pd. ; 2) Muria Putriana, S.AP, M.Pd.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Ashil Khanza Faldiza .
Date Deposited:	25 Jul 2025 07:48
Last Modified:	25 Jul 2025 07:48
URI:	http://repository.unj.ac.id/id/eprint/56765

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