PENGARUH IMPLEMENTASI RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN (Survei pada Nasabah PT. “XXX” Cabang Malang)

Abstract

Tujuan penelitian ini adalah untuk menjelaskan apakah Understanding Customer Expectation (X1) dan Building Service  Partnership (X2) berpengaruh secara simultan dan parsial terhadap Loyalitas Pelanggan (Y) pada nasabah PT. “XXX†Cabang Malang. Jenis penelitian ini menggunakan explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh nasabah PT. “XXXâ€. Sampel yang digunakan dalam penelitian ini adalah nasabah PT. “XXX†yaitu sebanyak 115 responden atau nasabah dengan menggunakan metode accidental sampling. Hipotesis dalam penelitian ini diuji dengan menggunakan analisis regresi linier berganda. Hasil dari penelitian ini menjelaskan bahwa variabel Understanding Customer Expectation (X1) dan Building Service Partnership (X2) berpengaruh secara simultan dan parsial terhadap Loyalitas Pelanggan.

Kata Kunci: Relationship Marketing, Understanding Customer Expectation, Building Service Partnership, Loyalitas Pelanggan

 

ABSTRACT

The purpose of this study was to clarify whether the Understanding Customer Expectation (X1) and Building Service Partnership (X2) effected simultaneously and partially on Customer Loyalty (Y) on the client PT. "XXX" Malang Branch. This research uses explanatory research with quantitative approach. The population in this study were all clients of PT. "XXX". The sample used in this study were clients of PT. "XXX" as many as 115 respondents or customers, using accidental sampling method. This hypothesis was tested using multiple linear regression analysis. Results of this study explain that the variable Understanding Customer Expectation (X1) and Building Service Partnership (X2) simultaneously influential and partially on Customer Loyalty.

Keyword: Relationship Marketing, Understanding Customer Expectation, Building Service Partnership, Customers Loyalty