Title: Influence of relationship marketing on customer loyalty of PT.X (telecommunication provider) in the Jabodetabek Region, Indonesia

Authors: Pratami Wulan Tresna; Vivi Nalindah; Raden Marsha Aulia Hakim; Rani Sukmadewi

Addresses: Department Business Administration, Universitas Padjadjaran, Sumedang Regency, West Java, 45363, Indonesia ' Department Business Administration, Universitas Padjadjaran, Sumedang Regency, West Java, 45363, Indonesia ' Department Business Administration, Universitas Padjadjaran, Sumedang Regency, West Java, 45363, Indonesia ' Department Business Administration, Universitas Padjadjaran, Sumedang Regency, West Java, 45363, Indonesia

Abstract: This study aims to determine the effect of relationship marketing on customer loyalty of PT.X by using a quantitative research approach. The primary data are obtained through surveys using questionnaires and unstructured interviews. Meanwhile, the secondary data are obtained through documentation and literature studies. The study population consists of PT.X prepaid card users who have purchased internet packages at least once in the last 3 months and reside in the Greater Jakarta area. However, the population size is unknown. The research sample is drawn from a population of 110 respondents. The sampling technique is nonprobability sampling with a purposive sampling technique. The data analysis methods include validity test, reliability test, classic assumption test consisting of normality and linearity tests, simple linear regression test, hypothesis test (t-test), and test of the coefficient of determination. The study results show the existence of influence between relationship marketing on customer loyalty.

Keywords: relationship marketing; customer loyalty; telecommunication; internet packages; marketing.

DOI: 10.1504/IJTGM.2026.155756

International Journal of Trade and Global Markets, 2026 Vol.22 No.3/4, pp.305 - 315

Received: 17 May 2024
Accepted: 01 Aug 2025
Published online: 13 Aug 2026 *

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