Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Hubungan Pemasaran, Nilai Pelanggan, dan Citra Merek terhadap Kepuasan Pelanggan rokok yang diproduksi oleh PT Djarum. Pendekatan penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Metode yang digunakan adalah metode survei dengan menyebarkan kuesioner kepada pelanggan rokok produksi PT Djarum. Kuesioner dikumpulkan dari 100 responden, data kemudian diolah menggunakan metode regresi linier berganda. Hasil analisis data dilakukan dengan bantuan software statistik (SPSS 20). Dari hasil penelitian, variabel Marketing Relationship mempunyai pengaruh positif terhadap kepuasan konsumen rokok produksi PT Djarum. Variabel Nilai Pelanggan berpengaruh positif terhadap Kepuasan Pelanggan rokok produksi PT Djarum. Dan variabel Citra Merek berpengaruh positif terhadap kepuasan konsumen rokok produksi PT Djarum. Dari tabel Uji F terdapat pengaruh secara simultan Relationship Marketing, Nilai Pelanggan, dan Citra Merek terhadap Kepuasan Pelanggan rokok produksi PT Djarum. Kata Kunci: Marketing Relationship, Nilai Pelanggan, Citra Merek, Kepuasan Pelanggan
This research aims to test and analyze the influence of Marketing Relationship, Customer Value, and Brand Image on Customer Satisfaction of cigarettes produced by PT Djarum. The research approach used in this research is quantitative research. The method used is a survey method by distributing questionnaires to customers of cigarettes produced by PT Djarum. Questionnaires were collected from 100 respondents, the data was then processed using the multiple linear regression method. The results of data analysis were carried out with the help of statistical software (SPSS 20). From the research results, the Marketing Relationship variable has a positive influence on customer satisfaction for cigarettes produced by PT Djarum. The Customer Value variable has a positive effect on Customer Satisfaction of cigarettes produced by PT Djarum. And the Brand Image variable has a positive effect on customer satisfaction for cigarettes produced by PT Djarum. From the F Test table, there is a simultaneous influence of Relationship Marketing, Customer Value, and Brand Image on Customer Satisfaction of cigarettes produced by PT Djarum.
Keywords: Marketing Relationship, Customer Value, Brand Image, Customer Satisfaction