ANALISIS PENGARUH PHYSICAL ENVIRONMENT, CUSTOMER ORIENTATION, RELATIONSHIP BENEFITS, PRODUCT QUALITY, COMMUNICATION, PRICE FAIRNESS TERHADAP RELATIONSHIP QUALITY PADA KONSUMEN QUIKSILVER KUTA, BALI

Abstract

In the midst of increasing economic conditions, business competition becomes very tight to gain the maximum profit to compete. In this uncertain economic condition it becomes a challenge for companies to continue to make innovations to the products or services provided. Innovation undertaken by the company is not to lose competition with existing competitors, therefore innovation is very important for the company. This study aims to find out how the influence of Physical Environment, Customer Orientation, Relationship Benefits, Product Quality, Communication, and Price Fairness against Relationship Quality. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 125 respondents with the characteristics of male and female respondents aged 18-60 years, who had made a purchase in Quiksilver Kuta in the last 3 months. The results showed that Price Fairness with regression coefficient of 0.377 positively and the biggest to Relationship Quality. This is because the price of products offered Quiksilver Kuta in accordance with the quality offered. The results showed that Physical Environment with regression coefficient of 0.025 and Communication with regression coefficient of 0.1 positively and did not significantly affect Relationship Quality; Customer Orientation with regression coefficient of 0.275, Relationship Benefits with regression coefficient of 0.213, Product Quality with regression coefficient of 0.334 positively and significantly affect Relationship Quality