PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH

Abstract

The research is aimed : 1) to determine the relationship marketing variables that consists of trust, commitment,  communication,  bonding  and  satisfaction partial   effect   on   customer   loyalty. 2)  to determine the    relationship marketing     variables that consists of trust, commitment, communication, relationship and  simultaneously  influencing  satisfaction  on customer  loyalty. In this study   has    six    hypotheses    to    be    tested    using    multiple    linear regression. Sampel used in this study were drawn from the Bank BCA Syariah customers consisting of 80 respondents. This research using quantitative methods and sampling techniques incidental. The results of the data processing SPSS version 15. The result of t-test research shows that t < t tabel is -0,441 < 1,993 then the trust is not a positive effect on customer loyality, t count > t tabel is  3,821  >  1,993,  this  shows  that  the commitmen  has  a  positive  effect  on customer loyality, t count > t tabel is 3,468 > 1,993, this show that the communicationt has a positive effect on customer loyality. t count > t table is 2.669> 1.993, then the  bond  has  a  positive  effect  on  customer  loyalty  ,  t count>   t   table   is   2.691>   1.993,  the satisfaction  has  a  positive  effect  on customer loyalty . The results of the study showed that the test  F  25.155  F count> F table 2.33 and the significance of the F values were less than 0.05 (0.000 <0.05) the trust, commitment, communication, bonding and satisfaction simultaneously influence on customer loyalty.