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Pengaruh Relationship Marketing pada loyalitas pelanggan Bank Mandiri prioritas Yogyakarta

AGNESSIA, Shelly, Basu Swastha Dharmmesta, Prof.Dr.,MBA

2007 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship Satisfaction dan Relationship Improvement pada Customer Loyalty Bank Mandiri Prioritas. Ukuran sampel yang digunakan sebanyak 47 orang yang diambil secara puprosive sampling dengan kriteria: (1) telah menjadi nasabah Bank Mandiri Prioritas minimal 1 tahun, dan 2) bersedia menjadi responden penelitian ini. Pengumpulan data dilakukan dengan menggunakan kuesioner yang diadopsi dari kuesioner yang pernah digunakan oleh Leverin dan Liljander (2006). Sebelum digunakan, kuesioner telah diuji validitas dan reliabilitas dengan menggunakan samapel kecil (30 orang); hasilnya menunjukkan bahwa kuesioner layak digunakan. Hasil uji validitas dan reliabilitas dengan sampel besar (47 orang), hasilnya masih juga menunjukkan bahwa kuesioner layak digunakan. Metode analisis data yang digunakan untuk menguji hipotesis adalah analisis regresi linear berganda. Hasil penelitian ini menunjukkan: (1) Customer Relationship Satisfaction berpengaruh positif dan signifikan pada Customer Loyalty (b1=0,3224; t=2,968 dan p=0,005); (2) Relationship Improvement berpengaruh positif dan signifikan pada Customer Loyalty (b2=0,5643; t=5,195 dan p=0,000); (3) Koefisien determinasi adjusted (adjR²) sebesar 56,77%, hal berarti bahwa tinggi rendahnya loyalitas nasabah Bank Mandiri Prioritas 56,77% ditentukan atau dipengaruhi oleh persepsi nasabah terhadap Customer Relationship Satisfaction dan Relationship Improvement ; sedangkan 43,23% sisanya disebabkan atau ditentukan oleh variabelvariabel lain, (4) Pengaruh Relationship Improvement pada loyalitas nasabah lebih kuat dibanding pengaruh Customer Relationship Satisfaction; karena koefisien beta Relationship Improvement (0,5643) lebih besar dibanding koefisien beta Customer Relationship Satisfaction (0,3224).

This research aimed to find out the effect of Customer Relationship Satisfaction and Relationship Improvement to the Costumers Loyalty of the Priority of Bank Mandiri. The sample size which used is 47 people which taken by purposive sampling, with criteria’s as follows: (1) has been priorities customer of Bank Mandiri for 1 years minimum (2) willing to became respondent of this research. Data collected by using questionnaire adopted from Leverin and Liljander’s (2006) questionnaire. Before used, the validity and reliability of the questionnaire have tested by using small sample (30 people); the result suggests that this questionnaire is suitable to use. The result of validity and reliability test with large sample (47 people), its still suggest that the questionnaire suitable to use. The data analysis method which used to test the hypothesis is double linear regression analysis. The result of this research show that (1) Customer Relationship Satisfaction have positive and significant affect on the Customer Loyalty (b1=0,3224; t=2,968 and p=0,005); (2) the Relationship Improvement have positive and significant affect on the Customer Loyalty (b2=0,5643; t=5,195 and p=0,000); (3) adjusted determination coefficient (adjR2) is 56,77%, its mean that the loyalty level of Priority Bank Mandiri Customer 56,77%, determined and affected by customer perception to the Customer Relationship Satisfaction and Relationship Improvement, while the 43,23% rest is caused or determined by other variables, (4) the effect of Relationship Improvement to the customer loyalty is stronger than the effect of Customer Relationship Satisfaction; because the beta coefficient of Relationship Improvement (0,5643) is higher than the beta coefficient of Customer Relationship Satisfaction (0,3224).

Kata Kunci : Manajemen Pemasaran,Loyalitas Pelanggan,Relationship Marketing,Customer Relationship Satisfaction, Relationship Improvement, Customer Loyalty


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