Lismayaditami, Yuniar (2019) Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah ( Studi Pada Bank Jatim Kantor Kas Umm ). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kepercayaan, komitmen, dan komunikasi terhadap loyalitas nasabah di Bank Jatim Kantor Kas UMM. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari penyebaran kuesioner. Responden dari penelitian ini adalah 120 nasabah Bank Jatim Kantor Kas UMM yang menggunakan lebih dari satu macam produk atau jasa dengan teknik pengambilan sampel non probability sampling. Metode pengolahan data yang digunakan adalah model regresi linier berganda, uji F dan uji t-values dengan program SPSS for Windows 21.00. Hasil pengolahan data dan pengujian hipotesis dapat disimpulkan bahwa relationship marketing dengan ketiga variabel independen yakni Kepercayaan, Komitmen, dan Komunikasi memiliki dampak signifikan terhadap loyalitas nasabah di Bank Jatim Kantor Kas UMM. Berdasarkan hasil koefisien determinasi besarnya variasi variabel kepercayaan, komitmen, dan komunikasi secara bersama-sama mampu menjelaskan variasi variabel loyalitas pelanggan sebesar 69%, sedangkan 31% dijelaskan variabel-variabel atau faktor lain di luar model yang tidak tercermati.
English Abstract
This research aims to identify and analyze the influence of relationship marketing consisting of trust, commitment, and communication on the loyalty of customers of Bank Jatim in the Cash Office of UMM. This explanatory research explains the causal relationships between variables through hypothesis testing. This study uses primary data obtained from questionnaires, interviews, and observation. The population of this study is all customers of Bank Jatim in Malang. Using non-probability sampling method with purposive sampling technique, 120 customers of Bank Jatim in the cash office of UMM who use more than one product or service were selected as the respondents. The data was processed using multiple linear regression models in SPSS for Windows 21.00. Based on the results of the data processing and hypotheses testing, it can be inferred that the three variables, i.e. trust, commitment, and communication, have significant impacts on customer loyalty. In addition, based on the results of the coefficient determination calculation, trust, commitment, and communication collectively capable of explaining the variation of customer loyalty at 69%, while the remaining 31% is described by other variables or factors not included in the model.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/.2018/738/051901397 |
| Uncontrolled Keywords: | Kepercayaan, Komitmen, Komunikasi, Loyalitas Nasabah, trust, commitment, communication, customer loyalty |
| Subjects: | 300 Social sciences > 332 Financial economics > 332.1 Banks > 332.17 Banking services |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Sep 2019 07:17 |
| Last Modified: | 21 Oct 2021 00:17 |
| URI: | http://repository.ub.ac.id/id/eprint/164746 |
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