ANALISA PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BANK PERKREDITAN RAKYAT SEGARA ANAK KENCANA CABANG MATARAM
DOI:
https://doi.org/10.29303/jmm.v7i2.385Abstract
The research is aimed at determining the effect of relationship marketing on the loyalty of customers of PT Bank Perkreditan Rakyat Segara Anak Kencana Branch Mataram. The data were collected through questionnaires distributed to 100 respondents selected from the customers of PT Bank Perkreditan Rakyat Segara Anak Kencana Branch Mataram through Propotional Stratified Random Sampling technique. The research showed that variable of trust, commitment, communication, and problem handling had positive and significant effect of customers loyalty of PT Bank Perkreditan Rakyat Segara Anak Branch Mataram.Penelitian ini bertujuan untuk mengetahui pengaruh dari Relationship Marketing yaitu Kepercayaan, Komitmen, Komunikasi, dan Penanganan Masalah terhadap Loyalitas Nasabah pada PT Bank Perkreditan Rakyat Segara Anak Kencana Cabang Mataram. Pengumpulan data melalui kuesioner yang dibagikan kepada 100 orang responden yang menjadi nasabah pada PT Bank Perkreditan Rakyat Segara Anak Kencana Cabang Mataram dengan menggunakan teknik sampling Propotional Stratified Random Sampling. Hasil penelitian menunjukkan bahwa variabel Kepercayaan, Komtmen, Komunikasi, dan Penanganan Masalah memiliki pengaruh positif dan signikan terhadap Loyalitas Nasabah pada PT Bank Perkreditan Rakyat Segara Anak Kencana Cabang Mataram.Keywords :Relationship Marketing, Constumers, Loyality.
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Published
2018-06-25
How to Cite
Sastra, L. M., Sakti, D. P. B., & Furkan, L. M. (2018). ANALISA PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BANK PERKREDITAN RAKYAT SEGARA ANAK KENCANA CABANG MATARAM. Jurnal Magister Manajemen, 7(2), 103–117. https://doi.org/10.29303/jmm.v7i2.385
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