PENGARUH RELATIONSHIP MARKETING DAN KEPERCAYAAN KONSUMEN TERHADAP MINAT BELI ALBUM K-POP TREASURE (STUDI KASUS PADA KOMUNITAS PENGGEMAR ALBUM TREASURE DI JAKARTA)
DOI:
https://doi.org/10.31334/jambis.v1i5.2323Keywords:
Relationship Marketing, Consumer Trust, Buying Interest.Abstract
This study aims to determine the effect of Relationship Marketing and Consumer Trust on BuyingInterest among the community of fans of the album ˜Treasure’ in Jakarta.. The research method
used was a quantitative method. Data collection was done through the distribution of
questionnaires. The population in this study were fans of the K-Pop album ˜Treasure’ in Jakarta.
The sampling technique used was nonprobability sampling with purposive sampling method and
the Hair.et.al formula, where a sample is taken at least 5 times from the number of questions items
contained in the questionnaire. The result was a sample consisting of 130 respondents (26x5). The
collected data were analyzed using multiple linear regression analysis with the help of the IBM
SPSS Statistics Version 28 Program.. The results showed that: (1) Relationship Marketing had a
positive and significant effect of Buying Intrest, with an influence value 31,4; (2) Consumer Trust
has a positive and significant effect on Buying Interest, with an influence value of 28,1%; (3)
Relationship Marketing and Consumer Trust simultaneously have a positive and significant effect
on Buying Interestm with an influence value of 34,5%, of which the remaining 65,5% is influenced
by other factors not included in this study.
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