PENGARUH RELATIONSHIP MARKETING, KEAMANAN, KEPERCAYAAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOP DAN LOYALITAS KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Onlineshop “NUMIRA” Semarang)

Abstract

Each company should be able to understad the behavior of consumers in the target market, because the survivak of the com[any depends on the behavior of customer, asa well as thr Online Shop “NUMIRA” Jl. Puspowarno No,65 Semarang becoming object in study. Through an understanding of customer behavior, the manager “NUMIRA” Semarang can develop strategies and program that are appropriate in order to take advantage of existing opportunities in marketing their products, and no less important is aroused interest repeat purchases from consumers to the product they offer (Anderson, Fornell and Lehmann 2004: 53-66), where it had a positive impact in improving customer loyalty to the product “NUMIRA” Semarang (Levit, 2007:83).
Description of research variables used are the independent variables Relationship Marketing, Security, Trusr, and Quality of service while the dependent variable is purchasing decisions and consumer loyalty anda buying interest intervening variables. The population is customers onlineshop “NUMIRA” Semarang. The Study sample using purposive random sampling and methods of multiple linear regression analysis. Hypothesis testing using t test and F, as well as determination R2 Result Base on the hypothesis of a relation marketing (X1) has a t value of 1.751 >t table 1.66600 and a significance level of t 0.003 < α = 0.05 (one talie) and is positive, thus it can be said that the relation marketing positive and significant influence purchasing decesion and customer loyalty to the interest of customers buy the product Online Shop “NUMIRA” Semarang (Y1), then Ho is rejected and accept Ha. Based on the hypothesis variable security (X2) has a t value of 2.331> t table 1.66600 and a significance level of t 0.002 α = 0.05 (one taile) and is positive, thus it can be said that the security positive and significance influence on purchasing decesions and loyalty customer towards buying interest re-cu=onsumersa on producta Online Shop “NUMIRA” Semarang (Y1), then Ho is rejected and accept Ha. Based on the hypothesis thar the variable trust (X3) has a t value of 932 < t 1.66600 and significance level of t 0.004 < α=0.05 (one taile) and is positive, thus it cab be said that trust is positive and significant influence on purchasing decesions and customer loyalty and customer interest in buying the product Online Shop “NUMIRA” Semarang (Y1) then Ho is rejected and accept Ha. Based on the hypothesis that the variable Variabel quality of service with (X4) has a t value of -2.966 < t table 1.66600 and significant level of t 0.001 < α=0.05 (one taile) and is positive, thus it can be said that and is positive, thus it can be said that the quality of service and significant positive effect on purchasing decisions and customer loyalty, as well as buying interest re-consumers on products Online Shop "numira" Semarang (Y1), then Ho ditaolak and accept Ha.
Keywords: Relation Marketing, security, trust, quality of service Purchasing decisions, customer loyalty, buying interest.