Gultom, Dea Andreas Pratama and Dr. Drs. Fatchur Rohman, (2022) Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan (Studi Pada Nasabah Bank Sinarmas Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh relationship marketing terhadap loyalitas pelanggan Bank Sinarmas. Jenis penelitian yang dilakukan adalah explanatory research. Sampel dalam penelitian ini berjumlah 100 responden dengan metode non probability sampling melalui teknik purposive sampling. Metode analisis menggunakan Analisis Regresi Linear Berganda dengan software SPSS 25. Relationship marketing bertujuan untuk menanamkan nilai lebih pada pelanggan sehingga tercipta loyalitas pelanggan, berdasarkan uraian tersebut, relationship marketing dalam penelitian ini meliputi variabel trust memiliki pengaruh yang signifikan terhadap loyalitas pelanggan, sedangkan variabel commitment, communication, dan conflict handling tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan
English Abstract
This study aims to determine the effect of relationship marketing on customer loyalty Bank Sinarmas. The type of research is explanatory research. The sample in this study amounted to 100 respondents with non-probability sampling method through purposive sampling technique. The analysis method uses Multiple Linear Regression Analysis with SPSS 25 for Windows. Relationship marketing aims to instill more value in customers so as to create customer loyalty, based on the description, the relationship marketing in this study include the trust variable which has a significant influence on customer loyalty, while the commitment, communication, and conflict handling variables have no significant effect on customer loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020199 |
| Uncontrolled Keywords: | Relationship Marketing, Trust, Commitment, Communication, Conflict Handling, Loyalitas Pelanggan, Relationship Marketing, Trust, Commitment, Communication, Conflict Handling, Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 25 Jan 2023 07:11 |
| Last Modified: | 25 Jan 2023 07:11 |
| URI: | http://repository.ub.ac.id/id/eprint/196946 |
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Text (DALAM MASA EMBARGO)
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