Addina, Beamridza Nurul (2018) Pengaruh Citra Bank Dan Customer Relationship Marketing Terhadap Loyalitas Nasabah Dengan Kepuasan Nasabah Sebagai Variabel Intervening (Studi Pada Nasabah Pt Bank Tabungan Negara (Persero) Tbk Di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini menganalisis pengaruh citra bank dan customer relationship marketing terhadap kepuasan dan loyalitas nasabah. Populasi dari penelitian ini adalah nasabah Kantor Cabang PT Bank Tabungan Negara (Persero) Tbk di Kota Malang. Populasi dalam penelitian ini merupakan populasi tak terhingga (infinite population), besarnya sampel yang digunakan adalah 130 responden. Data yang terkumpul dianalisis dengan menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa citra bank dan customer relationship marketing berpengaruh terhadap kepuasan dan loyalitas nasabah. Kepuasan nasabah berpengaruh terhadap loyalitas nasabah. Kepuasan nasabah memediasi pengeruh citra bank dan customer relationship marketing terhadap loyalitas nasabah. PT Bank Tabungan Negara (Persero) Tbk di Kota Malang lebih ditingkatkan konsep customer relationship marketing dengan memfokuskan pada nasabah jangka panjang dengan pelanggannya secara terus menerus, hal ini dapat membuat nasabah puas karena apabila nasabah merasa puas maka nasabah akan menjadi lebih loyal terhadap PT Bank Tabungan Negara (Persero) Tbk di Kota Malang. Kata kunci : citra bank
English Abstract
The purpose of this study to analyze the influence of bank image and customer relationship marketing to customer satisfaction and loyalty. The population of this research is the customer of Branch Office of PT Bank Tabungan Negara (Persero) Tbk in Malang. The population in this study is infinite population (infinite population), the size of the sample used is 130 respondents. The collected data were analyzed using Structural Equation Model (SEM). The results showed that the image of the bank and customer relationship marketing affect customer satisfaction and loyalty. Customer satisfaction affects customer loyalty. Customer satisfaction mediates bank image and customer relationship marketing to customer loyalty. PT Bank Tabungan Negara (Persero) Tbk in Malang City further enhanced the concept of customer relationship marketing by focusing on long-term customers with its customers continuously, this can make customers satisfied because if customers feel satisfied then customers will be more loyal to PT Bank Tabungan State (Persero) Tbk in Malang.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/332.17/ADD/p/2018/041808817 |
| Uncontrolled Keywords: | BANK AND BANKING - CUSTUMER SERVICES |
| Subjects: | 300 Social sciences > 332 Financial economics > 332.1 Banks > 332.17 Banking services |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 09 Dec 2019 01:03 |
| Last Modified: | 03 Dec 2021 03:09 |
| URI: | http://repository.ub.ac.id/id/eprint/176590 |
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