PENGARUH RELATIONSHIP MARKETING TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN PADA KPRI NUSANTARA BERKAH BERSAMA UIN WALISONGO

Sudarmojo, Anindra (2023) PENGARUH RELATIONSHIP MARKETING TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN PADA KPRI NUSANTARA BERKAH BERSAMA UIN WALISONGO. Other thesis, STIE BPD BANK JATENG.

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Abstract

KPRI Nusantara Berkah Bersama UIN Walisongo is developing cooperative programs, such as increasing business, collaborating with other companies to optimize various sectors, not only in savings and loans, but it is found that there are still some problems, such as bad credit from term loans where members are sometimes negligent so that these personal installments (not deducted from salary) accumulate. This research is a quantitative approach based on rational empirical research principles, in which researchers formulate problems and hypotheses to be tested based on predetermined criteria and analytical tools. The results show that relationship marketing has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, relationship marketing has a positive and significant effect on customer loyalty and relationship marketing will have an effect on higher customer satisfaction. Relationship marketing will provide good information and the ability to attract and convince others to increase customer satisfaction and customer loyalty. Satisfied customers will enhance long-term relationships with mutual trust and maintain good relations. Keyword: Relationship Marketing, Customer Satisfaction, Customer Loyalty.

Item Type:	Thesis (Other)
Additional Information:	KPRI Nusantara Berkah Bersama UIN Walisongo melakukan pengembangan program koperasi, seperti peningkatan usaha, kerjasama dengan perusahaan lain hingga mengoptimalkan berbagai sektor, tidak hanya pada simpan pinjam saja, namun ditemukan bahwa masih ditemukan beberapa permasalahan, seperti adanya kredit macet dari pinjaman berjangka dimana anggota terkadang lalai sehingga angsuran pribadi (tidak potong gaji) ini menjadi menumpuk. Penelitian ini merupakan suatu pendekatan kuantitatif berdasarkan prinsip penelitian empiris rasional, dimana peneliti merumuskan masalah dan hipotesis yang akan diuji berdasarkan kriteria dan alat analisis yang telah ditentukan. Hasil menunjukkan relationship marketing memiliki pengaruh positif dan signifikan terhadap customer satisfaction, customer satisfaction berpengaruh positif serta signifikan terhadap customer loyalty, relationship marketing berpengaruh positif serta signifikan terhadap customer loyalty dan relationship marketing berpengaruh terhadap semakin tinggi customer satisfaction. Relationship marketing memberi informasi yang baik dan kemampuan menarik serta meyakinkan orang lain dalam upaya meningkatkan customer satisfaction dan customer loyalty. Pelanggan yang puas akan meningkatkan hubungan jangka panjang dengan saling percaya, dan menjaga hubungan baik. Kata kunci: Relationship Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan
Uncontrolled Keywords:	Relationship Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	04 Sep 2023 07:39
Last Modified:	04 Sep 2023 07:39
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1400

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