Pengaruh relationship marketing terhadap loyalitas dengan customer retention sebagai variabel intervening pada PT. Bank Syariah Mandiri cabang Malang

Choirina, Choirina (2016) Pengaruh relationship marketing terhadap loyalitas dengan customer retention sebagai variabel intervening pada PT. Bank Syariah Mandiri cabang Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Pada saat ini fokus pemasaran sudah mulai berubah dari berbasis transaksi menjadi berbasis hubungan.Strategi relationship marketing adalah salah satunya yang merupakan strategi pemasaran yang mengutamakan hubungan jangka panjang dengan konsumen.Tujuan utamanya adalah untuk menemukan lifetime valuedari pelanggan.Semakin lama seseorang menjadi pelanggan, maka semakin besar value pelanggan tersebut bagi perusahaan.

Penelitian ini dilakukan pada PT Bank Syariah Mandiri Cabang Malang.Jenis pendekatan yang digunakan adalah deskripsi kuantitatif dengan penelitian explanatory research. Sampel penelitian sebanyak 120 responden dengan teknik pengambilan sampel yang digunakan adalah probability sampling dengan pendekatan simple random sampling. Dalam penelitian ini, analisis data menggunakan uji validitas, uji realibilitas, uji T, uji F dan analisis jalur (path analysis) dengan tujuan untuk mengetahui pengaruh langsung maupun tidak langsung langsung variabel relationship marketing,customer retention terhadap loyalitas.

Hasil penelitian uji T menyatakan variabel keuntungan bersama dan komitmen berpengaruh secara parsial terhadap loyalitas, kemudian variabel kebenaran juga berpengaruh tetapi tidak signifikan sedangankan variabel komitmen tidak berpengaruh terhadap loyalitas. Sedangkan uji F menyatakan dimensi relationship marketing secara simultan berpengaruh terhadap loyalitas.Hasil uji T kedua menyatakan tidak ada pengaruh antara variabel keuntungan bersama, komitmen dan kebenaran terhadap customer retention, dan variabel komunikasi berpengaruh terhadap customer retention tetapi tidak signifikan. Hasil uji F juga menyatakan bahwa ada pengaruh antara dimensi relationship marketing terhadap customer retention.Dan hasil dari regresi sederhana menyatakan variabel customer retention berpengaruh terhadap loyalitas.

ENGLISH:

Today, the focus of marketing is changing from transaction based on relationships. Relationship marketing strategy is one of marketing strategy that promotes long-term relationships with consumers. The ultimate goal is to find the lifetime value of a customer. The longer a person becomes a customer, the greater of the value of the customer to the company.

This research was conducted at PT Bank SyariahMandiri Malang. The type of approach used quantitative descriptive with explanatory research. The research sample of 120 respondents to the sampling technique used probability sampling with simple random sampling approach. In this study, data analysis used validity, reliability test, T test, F test and path analysis (path analysis) in order to determine the effect of directly or indirectly, variable of relationship marketing, customer retention to loyalty.

From the research results of F test showed a positive and significant influence of dimensional relationship marketing consisted of variable of mutual benefit, commitment, truth and communication to loyalty, while for the T test was only communication variables that were significant influence and for variable of mutual benefit, commitment and truth that was negative and significant impact. The second results showed that relationship marketing simultaneously influenced customer retention, partially to these four variables, namely mutual benefit, commitment, truth and communication had no effect on customer retention. While the third regression results indicated that there was an influence simultaneously and partially between the variables of customer retention to loyalty. In this case the relationship marketing influenced directly and simultaneously on loyalty and relationship marketing influenced simultaneous indirect on loyalty with customer retention as an intervening variable. The magnitude of the indirect influence was greater than the direct effect.

Item Type: Thesis (Undergraduate)
Supervisor: Rozi, M. Fatkhur
Keywords: Relationship Marketing; Customer Retention; Loyalitas; Loyalty
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Elly Megawati
Date Deposited: 21 Jul 2016 11:01
Last Modified: 21 Jul 2016 11:01
URI: http://etheses.uin-malang.ac.id/id/eprint/3551

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