Pengaruh Relationship Marketing dan Kualitas Pelayanan Terhadap Loyalitas Nasabah Bank BCA KCP Cinere - Repository ITB Ahmad Dahlan

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ABSTRAK

Muhammad Irham Fauzi, Pengaruh Relationship Marketing dan kualitas pelayanan terhadap loyalitas nasabah terhadap bank BCA KCP Cinere di bawah bimbingan ibu Husnayeti S.E, M.M.

Dalam meningkatkan loyalitas nasabah di bank BCA perlu adanya perhatian khusus dalam Relationship marketing dan kualias pelayanan. Tujuan dari penelitian ini adalah mengetahui pengaruh Relationship marketing dan kualitas pelayanan terhadap loyalitas nasabah Bank BCA KCP Cinere. Jenis penelitian ini adalah dengan observasi langsung dan sebar kuesioner. Jumlah responden sebanyak 50 orang. Teknik pengambilan sampel menggunakan Purposive Sampling. Metode dalam penelitian ini adalah dengan kuantitatif deskriptif dengan menggunakan teknis analisis Uji T, Uji F, dan Koefisien Determinan (R²) . Hasil dari penelitian ini didapatkan nilai Uji T pada variabel Relationship marketing sebesar 3,161 dan variabel kualitas pelayanan sebesar 6,175, hasil dari nilai uji F dalam penelitian ini adalah 79,302, dan hasil dari pengujian koefisien determinan (R²) adalah sebesar 76,1%. Hasil penelitian ini dapat disimpulkan bahwa Relationship marketing berpengaruh terhadap loyalitas nasabah, kualitas pelayanan berpengaruh terhadap loyalitas nasabah, dan relationship marketing dan kualitas pelayanan berpengaruh secara simultan terhadap loyalitas nasabah.

Kata Kunci : Relationship Marketing, Kualitas pelayanan, Loyalitas nasabah, Bank BCA

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ABSTRACT

Muhammad Irham Fauzi, Effect of Relationship Marketing and service quality on customer loyalty to BCA KCP Cinere bank under the guidance of Mrs. Husnayeti S.E, M.M.

In increasing customer loyalty at BCA bank, special attention is needed in Relationship marketing and service quality. The purpose of this study was to determine the effect of Relationship marketing and service quality on customer loyalty at Bank BCA KCP Cinere. This type of research is by direct observation and distributing questionnaires. The number of respondents as many as 50 people.

The sampling technique used was purposive sampling. The method in this research is descriptive quantitative by using technical analysis of T test, F test, and the coefficient of determinant (R2). The results of this study showed that the value of the T test on the Relationship marketing variable was 3.161 and the service quality variable was 6.175, the results of the F test value in this study were 79.302, and the results of the determinant coefficient test (R2) was 76.1%. The results of this study can be concluded that Relationship marketing affects customer loyalty, service quality affects customer loyalty, and relationship marketing and service quality simultaneously affects customer loyalty.

Keywords: Relationship Marketing, Service Quality, Customer Loyalty, BCA Bank