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All Journal Jurnal Bisnis dan Ekonomi Jurnal Manajemen dan Bisnis Indonesia
Tanti Handriana
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PERAN KOMITMEN DALAM PEMASARAN RELASIONAL UNTUK KONTEKS HUBUNGAN B2C Tanti Handriana
Jurnal Bisnis dan Ekonomi Vol 22 No 2 (2015): Vol. 22 No. 2 EDISI SEPTEMBER 2015
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Stikubank

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (365.3 KB)

Abstract

The purpose of this study was to analyze the application of the concept of relationship marketing at nonlaba organization, namely philanthropic management organization, with a focus on the role of the construct of relational commitment as a mediator variable. The research also aims to analyze the influence of variables nonmaterial benefits, geographical proximity and social proximity to the relational commitment, as well as to analyze the effect of relational commitment on cooperation with the managing organization philanthropic donors. The study was conducted on 412 donors. The results of questionnaires processed by SEM analysis techniques using software AMOS 4. Of the four hypotheses proposed in this study, as many as three hypotheses supported, namely H1, H3, and H4. Meanwhile, for the H2 is not supported. Thus, the findings of this study support the social exchange theory (Thibaut and Kelley, 1959; Blau, 1964; Homans, 1968), and supports kosep relationship marketing (Morgan and Hunt, 1994). The concept of variable mendudukan relational trust and commitment as the variable a central role in the relationship between individuals and organizations. The holistic conclusions of this study that this research model empirically supported for the second criterion variables can be explained by variables antesendennyaKeywords: relational marketing, relational commitment, nonmaterial benefits, non-profit organizations
Pengaruh Relationship Marketing Investment Dan Nilai-Nilai Bersama pada Niat untuk Menyumbang Melalui Kepercayaan Calon Donatur Tanti Handriana
Jurnal Manajemen dan Bisnis Indonesia Vol 1 No 3 (2014): Jurnal Manajemen Bisnis Indonesia - Edisi Juni 2014
Publisher : Forum Manajemen Indonesia (FMI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31843/jmbi.v1i3.28

Abstract

This study tested the effect of relationship marketing investment and shared values to trust, and also tested the effect of trust on intentions of prospective donors to donation. Thus, this study examines the role of trust in relationship marketing in nonprofit organizations. Data was collected using questionnaires from 124 respondents in the form of prospective donor in badan/lembaga amil zakat. Analytical techniques used to examine the relationships between research constructs in the form of shared values, relationship marketing investment, trust and intentions to donate was the technique of Structural Equation Modeling (SEM). The results showed that the shared values affecting trust of the prospective donor in badan/lembaga amil zakat. This study also proves that the trust has a positive effect on intention prospective donors to donation. Keywords: shared values, relationship marketing investment, trust.
Co-Authors Agustinus Prastyawan Dimas Agus Hairani Novi Dewi Syarifah Ratih Sawindri