ABSTRACT
UD Sulkarina Brass is one company included in the home industry in Juwana, which produces various brass handycraft especially furniture component and its accessories. To acquire consumers as many as possible and to make consumers remain loyal to UD Sulkarina Brass, this company is pursuing a relationship marketing strategy.
This study aims to see the implementation of relationship marketing in UD Sulkarina Brass, UD Sulkarina level of consumer loyalty and the influence of relationship efforts conducted by UD Sulkarina Brass on consumer loyalty. To obtain the data, the authors took a sample of 50 salesmen with saturation sampling technique. Analysis tool used is the descriptive statistical analysis and multiple regression analysis.
The results showed that the overall average salesmean agreed that the relationship marketing by UD Sulkarina Brass was good, UD Sulkarina Brass level of consumer loyalty was on the category of satisfied buyer. Partially, relationship marketing dimensions that affect consumer loyalty UD Sulkarina Brass are trust, empathy and shared values. While the dimensions of bonding and reciprocity has no effect on consumer loyalty UD Sulkarina Brass.
