The number of mobile telecom subscribers in Indonesia continues to increase significantly. Most of the subscribers are prepaid subscribers while the number of postpaid customers is relatively small. To be able to maintain the achievement of its customers and continues to increase the number of customers, it takes great trust from the customer to the provider of telecommunications services.
This study aims to reveal the data and information related to relationship marketing and marketing mix towards customer value and brand image and its implications on customer trust to postpaid mobile providers in Indonesia.
This research uses explanatory survey method. The unit of analysis in this study is mobile providers in Indonesia with the unit of observation is subscribers of postpaid service in Indonesia. This study is based on a cross sectional coverage in 2015. The data is analyzed by descriptive and verification. In analyzing the relationship between variables, indicators, research variables, and its error used SEM (Structural Equation Modeling) approach.
The study reveals that Relationship Marketing has not been implemented properly, Marketing Mix has not been implemented properly, Customer Value has not been developed well, brand image is not yet good, and customer trust is still low at the postpaid services providers in Indonesia. Relationship marketing has a close relationship with Marketing Mix. Relationship Marketing has a greater contribution than marketing mix in influencing customer value, brand image, and customer trust. Brand image has a close relationship to customer value and both affect the trust of customers, where as the contribution of customer value is greater than brand image. Relationship Marketing and Marketing Mix affect customer trust through customer value and brand image.
From the research findings, obtained a Novelty with the title “Integrated Marketing Model to Increase Customer Trust".
Keyword : Relationship Marketing, Marketing Mix, Customer Value, Brand Image, Customer Trust.