Wahyuni, Nur Indah (2012) Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah Pada PD. BPR BKK Semarang Tengah. Other thesis, STIE Bank BPD Jateng.
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Abstract
One strategy that can be used by banks in building a customer loyalty is to foster and establish good relationships with our customers, so companies can understand and recognize the needs and desires of its customers. This can be done with the strategy of relationship marketing, namely the introduction of each customer more closely to create a two-way communication to manage a mutually beneficial relationship between customer and company. The factors of relationship marketing is communication, trust, commitment, satisfaction. With good communication between the customer and the bank will make the customer and the bank need each other because the communication is very important to obtain information. And no less important is the trust from customers, the next is a commitment from the customer to the bank, and the final satisfaction of the customer to make the customer's loyalty arise. This study aims to determine whether the relationship marketing strategy that consists of factors of ommunication, trust, commitment and satisfaction partially or simulltan terahadap customer loyalty in PD. BPR BKK Central Semarang. Methods of data collection in this study using a questionnaire distributed to 100 respondents who oarang PD is active customers. BPR BKK Central Semarang. Sampling is done by accidental sampling, and then analyzed using multiple regression analysis and processed through the program Statistical Product and Service Solution (SPSS) version 16.0. Based on calculations of the research has been done can be concluded that there was a significant effect of relationship marketing strategy that is between the communication of 0.154, 0.192 for trust, commitment and satisfaction of 0.364 at 0.244. While simultaneously (test-f) there is a significant effect of relationship marketing strategy that is between communication, trust, commitment and satisfaction of 24.704. This suggests that the independent variables of relationship marketing in this study are influential on the dependent variable. Based on calculations from known or Adjusted coefficient of determination R 2 of 48.9% and the remaining 511.1% influenced by factors outside variables.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | relationship marketing strategy ie communication, trust, commitment, satisfaction and customer loyalty. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HJ Public Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Art |
| Depositing User: | Magang Magang Siswa |
| Date Deposited: | 19 Feb 2024 05:07 |
| Last Modified: | 19 Feb 2024 05:07 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1695 |
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