PENGARUH KOMUNIKASI DAN KEPUASAN TERHADAP KEPERCAYAAN DAN KOMITMEN UNTUK MELAKUKAN HUBUNGAN PEMASARAN JANGKA PANJANG

Abstract

This research is study the process which influence the relationship development (marketing)
based on commitment. The excellence of continual competitive from company can do with the
long-range cooperation relationship. In this cooperation relationship, the role of commitment
is very importance. Research in Juwana indicate that trust is the primary factor in course
of development of long-range marketing cooperation commitment. Trust is influenced by
satisfaction and communications. Type of research is explanatory research, population in
this research is all of cutomer. Technique used in this research is census so all of population
will be sampel. Technic analysis used in this research is equation model of structural by
Partial Least Square ( PLS). Communications and satisfaction have an influence to trust then
satisfaction and communications also have an influence on directly to commitment. Trust in
this case also have an influence to commitment.
Keywords : Communication, Satisfaction, Trust, Commitment