IMPLEMENTASI RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALITY PADA PT. BANK SUMUT KCP SYARIAH SIMPANG KAYU BESAR MELALUI CUSTOMER SATISFACTION

Abstract

Every company has goals, namely long-term and short-term goals. In order to achieve company goals, marketing is an important element in achieving company goals so that customer loyalty must be increased and maintained. One of the factors that can affect customer loyalty is relationship marketing and customer satisfaction. This study aims to determine the effect of relationship marketing variables on customer loyalty with customer satisfaction as a mediating variable. This type of research is a causal study. The population used in this research is the customers of Bank Sumut KCP Syariah. Sampling using simple random sampling technique. The analysis tool used is path analysis. The results of the path analysis (path analysis) show that the relationship marketing variable has a significant effect on customer loyalty with customer satisfaction as the mediating variable. However, it can be seen from the Adjusted R Square value, it shows that the magnitude of the influence between variables is 0.641, which means that there is an influence between relationship marketing and customer satisfaction on customer loyalty of 64.1% while the remaining 25.6% is explained by other variables not examined in this study. This. The results of this study indicate that relationship marketing has a significant effect on customer loyalty with customer satisfaction as a mediating variable and customer satisfaction playing an important role in the regression model.