Reinforce Loyalty Model Based on Marketing Relationship, Satisfaction, Trust and Retention Program

The purpose of this research is to design a model of how subjects develop loyalty to beauty clinics through relationship marketing, patient satisfaction, trust and retention programs that will strengthen patient loyalty to beauty clinics. This study uses Structural Equation Modeling with Partial Least Square (PLS) approach. PLS-SEM analysis usually consists of two sub models namely measurement model or often called the outer model and structural model or often called the inner model. The questionnaire was distributed to respondents who had undergone the maintenance three times from November to December. Based on the purposive sampling method, there were 140 respondents. The instrument used for all valid and reliable variables. Based on the outer test the model is done twice because the indicators KcP3 and KcP5 are rejected because the Loading Factor value is <0.07. After the second round, all indicators have met the criteria for convergent validity. While the inner model test is obtained a loyalty model that is built by relationship marketing, customer trust, and retention programs in beauty clinic customers. Although customer satisfaction is not significant to influence the beauty loyalty of beauty clinics, the direction of the relationship is positive. In other words, customers are more satisfied but not always cause loyal customers.