PENGARUH RELATIONSHIP MARKETING DAN KEUNGGULAN PRODUK TERHADAP KESETIAAN NASABAH PADA PT.BANK SYARIAH MANDIRI CABANG BANDA ACEH

Yuliana Yuliana, Edwar M Nur, Reza Juanda, Sri Wahyu Yusni

Abstract


The purpose of this study was to determine the effect of Relationship Marketing on Customer’s loyalty at PT. Bank Syariah Mandiri Banda Aceh Branch as well as simultaneously determine the effect of Relationship Marketing and Product Excellence on Costumer’s loyalty at PT. Bank Syariah Mandiri Banda Aceh Branch. This study was conducted at PT. Bank Syariah Mandiri Banda Aceh Branch which is located on Jalan Dipenogoro Banda Aceh. Then total subject of tis study was 150 respondents. The data that has fulfilled the test of validity, reliability and classical test are then processed so that the regression equation resulted as follows: Y = 2.020 + 0.185x1 + 0.177X2 + e

The result of the study showed that the relation between customer’s loyalty and product excellence altogether have a significant effect on customer’s loyalty at PT. Bank Syariah Mandiri Banda Aceh Branch with obtained Fcount of 23,361, while F table at a significant level of α = 5% was 2,666, then the result of this study also proved that individual client has a significant effect on customer’s loyalty at PT. Bank Syariah Mandiri Banda Branch Aceh with a regression coefficient of 0.185. The result of the study also proved that the superiority of the products provided by PT. Bank Syariah Mandiri Banda Aceh Branch individually has a significant effect on customer’s loyalty at PT. Bank Syariah Mandiri Banda Aceh Branch with a regression coefficient of 0.177. After conducting this research, PT. Bank Syariah Mandiri Banda Aceh Branch is very popular amongst the society, therefore it should have been able to improve their services to customers, so that customers become satisfied with the provided services.

 

KeywordsRelationship Marketing, Product Excellence and Customer Loyalty


Full Text:

PDF

References


Apriliani, F. (2014) ‘Pengaruh Relationship Marketing Terhadap Kepuasaan dan Loyalitas Nasabah ( Studi pada Nasabah Bank Syariah Mandiri KC Bandar Jaya )’, Jurnal Administrasi Bisnis (JAB), 17(1), pp. 1–5.

Chan, S. 2003. Relationship Marketing: Inovasi Pemasaran Yang Membuat Pelanggan Bertekuk Lutut. Jakarta: Gramedia.

Gordon Ian, (2010), Best Practices: Customer Relationship Management, Ivey Business Journal, Nopember/Desember,2002

Kotler, Philip dan Susanto, A.B. 2000. Manajemen Pemasaran di Indonesia: Analisis Perencanaan, Implementasi, dan Pengendalian. Jakarta: Salemba Empat

Parasuraman, A., et al (2005),A Conceptual Model of Service Quality and its Implecations for Future Reseach, Journal of Marketing, Col,49 (Fall)

Rahmiati, M. (2010) ‘Relationship Marketing : Paradigma Baru Dalam MempertahankanPelanggan Oleh: Rahmiati 1’, PERFORMANCE: Vol. 11 No.2 Maret 2010 (p.101-115), 11(2), pp. 101–110.

Tjiptono, F (2008), Total Quality Manajemen, Edisi kedua, Yogya: Penerbit Andi


Refbacks

  • There are currently no refbacks.