PENGARUH RELATIONSHIP MARKETING, CITRA PERUSAHAAN DAN KEPUASAN TERHADAP LOYALITAS NASABAH (STUDI PADA BANK RAKYAT INDONESIA SYARIAH KANTOR CABANG SEMARANG)PENGARUH RELATIONSHIP MARKETING, CITRA PERUSAHAAN DAN KEPUASAN TERHADAP LOYALITAS NASABAH (STUDI
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh relationship marketing, citra perusahaan dan kepuasan terhadap loyalitas nasabah Bank Rakyat Indonesia Syariah Kantor Cabang Semarang. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh melalui kuesioner ini dibagikan kepada nasabah nasabah Bank Rakyat Indonesia Syariah Cabang Semarang. Metode analisis yang digunakan adalah analisis regresi linear berganda.
Hasil penelitian ini menunjukan bahwa variabel relationship marketing (X1) memiliki pengaruh signifikan terhadap loyalitas nasabah, hal ini ditunjukkan pvalue (sig) sebesar 0,000 di bawah 0,05. Variabel citra perusahaan (X2) memiliki pengaruh signifikan terhadap loyalitas nasabah, hal ini ditunjukkan pvalue (sig) sebesar 0,023 di bawah 0,05. Begitu juga dengan variabel kepuasan (X3) memiliki pengaruh signifikan terhadap loyalitas nasabah, hal ini ditunjukkan dengan pvalue (sig) sebesar 0,009 di bawah 0,05.
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