HUBUNGAN RELATIONSHIP MARKETING TERHADAP LOYALITAS

Nurul Hasanah Syah, Heru Iswanto, Tribowo Rachmat Fauzan, Septina Louisa Siahaya

Abstract


Penelitian ini bertujuan untuk menguji dan menjelaskan pengaruh hubungan antara relationship marketing dengan kepuasan nasabah, dan loyalitas nasabah. Penelitian ini menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah dengan menyebarkan kuesioner yang diperoleh sebanyak 265 responden dan tehnik analisis menggunakan Smart PLS. Hasil penelitian ini menunjukkan bahwa H1 relationship marketing berpengaruh terhadap loyalitas. H2 relationship marketing berpengaruh terhadap Kepuasan. Dan H3 kepuasan berpengaruh terhadap loyalitas. Loyalitas nasabah bank dapat diukur dari berapa lama mereka menjadi nasabah bank tersebut, nasabah bank dapat diukur dari kesediaan nasabah untuk merekomendasikan bank tersebut kepada orang lain. Peningkatan loyalitas nasabah bank menjadi semakin nyata ketika bank menjadi pilihan utama layanan perbankan.
Kata Kunci: Relationship Marketing, Kepuasan, Loyalitas

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References


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DOI: http://dx.doi.org/10.29040/jie.v8i1.10204

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