DiorFalenzie (2009) Pengaruh Relationship Marketing terhadap Kepuasan Nasabah (Survai pada Nasabah Tabungan BritAma PT. Bank Rakyat Indonesia (Persero) Tbk. Cabang Lumajang). Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan dan perkembangan ekonomi dewasa ini menyebabkan persaingan bisnis semakin ketat. Dalam industri perbankan, bank-bank secara bersamaan menawarkan berbagai layanan yang berbasis pada tekhnologi informasi dengan menjanjikan kenyamanan dalam bertransaksi. Kondisi yang demikianlah yang mendorong perusahaan untuk memiliki strategi pemasaran yang baik. Salah satu strategi yang dapat diterapkan adalah dengan Relationship Marketing, yaitu strategi menciptakan hubungan antara perusahaan dengan nasabah. Permasalahan dalam penelitian ini adalah : 1)Apakah variabel-variabel Relationship Marketing secara bersama-sama berpengaruh terhadap Tingkat Kepuasan Nasabah?, 2)Apakah variabel-variabel Relationship Marketing secara parsial berpengaruh terhadap Tingkat Kepuasan Nasabah? Tujuan dari penelitian ini adalah untuk mengetahui dan menjelaskan pengaruh variabel-variabel dalam Relationship Marketing secara bersama-sama terhadap Tingkat Kepuasan Nasabah, serta untuk mengetahui dan menjelaskan pengaruh variabel-variabel dalam Relationship Marketing secara parsial terhadap Tingkat Kepuasan Nasabah. Jenis penelitian yang digunakan adalah Explanatory Research dengan empat variable bebas yaitu Keuntungan Bersama (X1), Komitmen (X2), Kebenaran (X3) dan Komunikasi (X4) serta variabel terikat yaitu Tingkat Kepuasan Nasabah (Y). penelitian dilakukan di PT. Bank Rakyat Indonesia (Persero) Tbk. Cabang Lumajang dengan sampel sebanyak 99 responden. Teknik analisis yang digunakan adalah analisis Regresi Linear Berganda dan analisis Regresi Parsial. Hasil penelitian menunjukkan bahwa terdapat pengaruh secara bersamasama antara variabel-variabel Relationship Marketing yang terdiri dari Keuntungan Bersama (X1), Komitmen (X2), Kebenaran (X3) dan Komunikasi (X4) terhadap Tingkat Kepuasan Nasabah (Y) dengan nilai F hitung sebesar 30,953, signifikansi 0,000 serta nilai Adjusted R Square sebesar 0,550. Dalam analisis Regresi Parsial, variabel Keuntungan Bersama (X1), Komitmen (X2), Kebenaran (X3) dan Komunikasi (X4) berpengaruh secara parsial terhadap Tingkat Kepuasan Nasabah (Y). Variabel yang berpengaruh dominan terhadap Tingkat Kepuasan Nasabah adalah variabel Kebenaran (X3), dengan nilai beta 0,412 dan t hitung sebesar 4,627 dengan probabilitas 0,000. Dengan demikian kesimpulan yang dapat diambil dari penelitian ini adalah bahwa variabel yang berpengaruh dominan terhadap Tingkat Kepuasan Nasabah adalah variabel Kebenaran (X3). Oleh karena itu disarankan agar pihak PT. Bank Rakyat Indonesia (Persero) Tbk. Cabang Lumajang untuk terus bersungguhsungguh dan jujur dalam menanggapi kebutuhan dan keluhan nasabah dengan berdasarkan kebenaran.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2009/93/050900869 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 20 Mar 2009 10:55 |
| Last Modified: | 21 Oct 2021 06:59 |
| URI: | http://repository.ub.ac.id/id/eprint/114410 |
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