PENGARUH RELATIONSHIP MARKETING TERHADAP KEPUASAN DAN LOYALITAS NASABAH (Studi pada Nasabah Bank Jatim Cabang Pasuruan)

Authors

  • Ustantia Pratiwi Putri

Abstract

This research aims to examine the influence of Relationship Marketing on customer satisfaction and customer loyalty as well as the effect of customer satisfaction on customer loyalty. Therefore the variables used are Mutual benefit, Commitment, Communication and Authencity. The type of the research is explanatory research with quantitative approach. This results of this study indicate that the effect of Relationship Marketing to Customer Loyalty is 25.3% and the inderect effect of Relationship Marketing to the Customer Loyalty is 58.2%. Based on the tests, it can be seen that the variable Customer Satisfaction  strengthen the relationship between relationship marketing variables  and Customer Loyalty. Keywords: Relationship Marketing, Customer Satisfaction, Customer Loyalty ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh variabel Relationship Marketing terhadap kepuasan pelanggan dan loyalitas pelanggan serta pengaruh kepuasan pelanggan terhadap loyalitas pelanggan.. Oleh karena itu variabel yang digunakan yaitu Mutual benefit (keuntungan bersama), Commitment (komitmen), Communication (komunikasi), dan Authencity (kebenaran). Jenis penelitian ini adalah penelitian penjelasan dengan pendekatan kuantitatif. Hasil penelitian ini menunjukkan bahwa pengaruh Relationship Marketing ke Loyalitas Pelanggan adalah 25,3% dan efek inderect dari Relationship Marketing ke Loyalitas Pelanggan  adalah 58,2%. Berdasarkan tes, dapat dilihat bahwa variabel Customer Satisfaction  memperkuat hubungan antara variabel relationship marketing  dan Loyalitas Pelanggan. Kata kunci : Relationship Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan

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Published

2014-11-03

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Articles