THE INFLUENCE OF RELATIONSHIP MARKETING AND SERVICE QUALITY ON CUSTOMER LOYALTY AT BANK BTPN SYARIAH LUBUK PAKAM
Keywords:
Relationship Marketing, Service Quality, Loyalty
Abstract
This research aims to examine the influence of relationship marketing and service quality on customer loyalty at Bank BTPN Syariah Lubuk Pakam. This research uses a quantitative approach method, which is measured using a multiple linear regression- based method with the SPSS 23 program. Data collection is through distributing questionnaires. The population in this study were BTPN Syariah Lubuk Pakam bank customers who had made a transaction at least once. The sampling technique uses a purposive sampling method. Data analysis techniques are carried out using instrument tests, classical assumption tests, statistical tests, and hypothesis tests. Based on the research results, it shows that (1) Relationship Marketing has a positive but significant effect on Loyalty (2) Service Quality has a positive and significant effect on Loyalty (3) Relationship Marketing and Service Quality simultaneously have a positive and significant effect on Loyalty.References
Adherence, S. P., Marketing, R., Marketing, R., & Quality, S. (1967). Pengaruh Shariah principles adherenche, relatinship marketing , dan service quality terhadap customer loyalty ( Studi Pada Anggota KSPPS Alfa Nusa Barru Kebumen ) Khusnul Fadilah Program Studi Manajemen STIE Putra Bangsa Kebumen Sumber : Mini Riset Oktob. 12, 1–9.
Ariyanti, Y. (2022). Pengaruh Kualitas Pelayanan , Customer Relationship Marketing dan Corporate Social Responsibility Terhadap Loyalitas Anggota Koperasi Simpan Pinjam. 17(2), 89–103.
Fitriani, A. (2018). pengaruh e-trust dan e-service quality terhadap e-loyalty dengan e- satisfaction sebagai variabel intervening (studi pada pengguna e-commerce c2c shopee).
Ilmi, Z., Mulawarman, U., Wijaya, A., & Mulawarman, U. (2021a). The Effect of Relationship Marketing and Service Quality on Customer Satisfaction and Customer Loyalty in the Mitra Bisnis Segment of Bank BTPN The Effect of Relationship Marketing and Service Quality on Customer Satisfaction and Customer loyalty in the march.
Nurjanah, R., & Mulazid, A. S. (2018). Pengaruh Kualitas Pelayanan dan Corporate Social Responsibility terhadap Citra Perusahaan. 9(1), 40–53.
Ratna Yuwita, E., & Arissetyanto Nugroho. (2020). Effect of Service Quality and Relationship Marketing on Customer Satisfaction and Its Impact on Loyalty Service on Wisma Soewarna Brach Office (Kcp) of Bni of Tangerang. Dinasti International Journal of Digital Business Management, 1(2), 154–164.
Yusup, M. (2021). Effects of Customer Relationship Marketing , Service Quality , and Product Excellence On Customer Value and Its Effects on Satisfaction and Loyalty of PT. Bank Syariah Mandiri Customers. 89–102.
Ariyanti, Y. (2022). Pengaruh Kualitas Pelayanan , Customer Relationship Marketing dan Corporate Social Responsibility Terhadap Loyalitas Anggota Koperasi Simpan Pinjam. 17(2), 89–103.
Fitriani, A. (2018). pengaruh e-trust dan e-service quality terhadap e-loyalty dengan e- satisfaction sebagai variabel intervening (studi pada pengguna e-commerce c2c shopee).
Ilmi, Z., Mulawarman, U., Wijaya, A., & Mulawarman, U. (2021a). The Effect of Relationship Marketing and Service Quality on Customer Satisfaction and Customer Loyalty in the Mitra Bisnis Segment of Bank BTPN The Effect of Relationship Marketing and Service Quality on Customer Satisfaction and Customer loyalty in the march.
Nurjanah, R., & Mulazid, A. S. (2018). Pengaruh Kualitas Pelayanan dan Corporate Social Responsibility terhadap Citra Perusahaan. 9(1), 40–53.
Ratna Yuwita, E., & Arissetyanto Nugroho. (2020). Effect of Service Quality and Relationship Marketing on Customer Satisfaction and Its Impact on Loyalty Service on Wisma Soewarna Brach Office (Kcp) of Bni of Tangerang. Dinasti International Journal of Digital Business Management, 1(2), 154–164.
Yusup, M. (2021). Effects of Customer Relationship Marketing , Service Quality , and Product Excellence On Customer Value and Its Effects on Satisfaction and Loyalty of PT. Bank Syariah Mandiri Customers. 89–102.
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