Pengaruh Relationship Marketing terhadap Customer Satisfaction pada PT BPR XYZ, Tangerang Selatan

Agung Tri Putranto, Agun Sudrajat

Abstract


Penelitian ini bertujuan untuk mengkaji bagaimana kondisi dan pengaruh relationship marketing yang dilakukan oleh marketing lending pada BPR XYZ, Tangerang Selatan untuk mencapai customer satisfaction. Jenis penelitian ini merupakan eksplanatori (explanatory research), yang bertujuan menguji antar variabel yang dihipotesiskan untuk membuktikan kebenarannya. Penelitian ini menggunakan pendekatan kuantitatif yang menggunakan observasi menggunakan data primer berupa survei yang hasilnya adalah persepsi responden. Sampel akhir sebanyak 62 responden dari nasabah BPR. Hasil penelitian menjelaskan bahwa masing-masing kondisi relationship marketing dan customer satisfaction dinilai dengan persepsi nasabah yang baik dengan nilai rata-rata sebesar 3,48 dan 3,52. Relationship marketing terhadap customer satisfaction memiliki kontribusi sebesar 10,7 persen dan menghasilkan pengaruh positif dan signifikan terhadap customer satisfaction.

Keywords


relationship marketing, customer satisfaction

Full Text:

PDF

References


Alma, Buchari. "Manajemen Pemasaran & Pemasaran Jasa (Cetakan 13)." (Alfabeta) 2018.

Astuti, Herni Justiana. "Analisis Kepuasan Konsumen (SERVQUAL Model dan Important Performance Analysis Model)." Media Ekonomi (Universitas Muhammadiyah Purwokerto), 2012.

Christopher, Martin, Adrian Payne, Martin Chrispother, and Moira Clark. Relationship Marketing: Strategy and implementation. London: Chartered Institute of Marketing, 2004.

Damanik, Florida Nirma Sanny. "Menjadi Masyarakat Informasi." Jurnal SIFO Mikroskil (P3M STMIK Mikroskil) 13, no. 1 (April 2012): 73-82.

Daryanto, and Ismanto Setyobudi. Konsumen dan Pelayanan Prima. Malang: Gava Media, 2014.

Gunawan, Arie Indra. "Peningkatan Loyalitas Nasabah Perbankan melalui Strategi Customer Relationship Management." Edunomic 3, no. 2 (2015): 289-296.

Herlina, Elin, Deden Syarifudin, and Risna Kartika. "The local knowledge transfer based on continuous improvement implementation at SMEs group." Journal of Management Review 3, no. 1 (2019): 277-284.

Husain, T, Asrul Sani, Maulana Ardhiansyah, and Ninuk Wiliani. "Online Shop as an interactive media information society based on search engine optimization (SEO)." International Journal of Computer Trends and Technology 68, no. 3 (2020): 53-57.

Husain, T., and Agus Budiyantara. "Analysis of Control Security and Privacy Based on e-Learning Users." SAR Journal 3, no. 2 (2020): 51-58.

Jou, Min, and Jingying Wang. "Observations of achievement and motivation in using cloud computing driven CAD: Comparison of college students with high school and vocational high school backgrounds." Computers in Human Behavior 29, no. 2 (2013): 364-369.

Kotler, Philip, and Gary Armstrong. Principles of Marketing. Global. New Jersey: Pearson Prentice Hall Inc., 2016.

Marzal, Jefri. Revolusi Industri 4.0, Bagaimana Meresponnnya. Online. Prod. Humas Universitas Jambi. Jambi, Juni 19, 2019.

Parwati, I Gusti Ayu Alit, Ni Luh Wayan Sayang Telagawathi, and Gede Putu Agus Jana Susila. "Pengaruh Relationship Marketing dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada PT. Asuransi Jiwa Bersama Bumiputera 1912 Kantor Cabang Singaraja." Jurnal Manajemen Indonesia 8, no. 2 (2017).

Putranto, Agung Tri. "The Effect of Price towards Consumer Satisfaction at the Driving School in CV towards Consumer Satisfaction at the Driving School in CV Tulus Jaya (Head Office)." European Exploratory Scientific Journal 4, no. 2 (2020): 13-24.

Rahman, Feby Rahmawati, Firmansyah, and Deden Syarifudin. "Persepsi dan Kepuasan Pengunjung Objek Wisata Pulau Bokori Kecamatan Soropia Provinsi Sulawesi Tenggara." Journal of Management Review 4, no. 3 (2020): 569-586.

Respati, Harianto. "Pengendalian Teknologi Informasi Bank pada Era Cyberbanking." Jurnal Ekonomi Modernisasi 4, no. 3 (2008): 240-248.

Sani, Achmad, and Vivin Maharani. Metodologi Penelitian Manajemen Sumber Daya Manusia (Teori, Kuesioner dan Analisis Data), Cetakan Ke-2. Malang: UIN MALIKI Press, 2013.

Sugiyono. Metode Penelitian Kombinasi (Mixed Methods). Edited by M.T. Sutopo. Bandung: CV. Alfabeta, 2016.

Taleghani, Mohammad, Ebrahim Chirani, and Samar Alsadat Mirrashed. "A Conceptuality Approach to Relationship Marketing and Customers Loyalty to Banks." Journal of Basic and Applied Scientific Research (TextRoad Publication) 1, no. 11 (2011): 2022-2025.

Tjiptono, Fandy. Pemasaran Jasa- Prinsip, Penerapan, dan Penelitian (Cetakan 1). II. Yogyakarta: Penerbit Andi, 2019.

Toriman, Muhammad, and Asnawati. "Pengaruh relationship marketing terhadap kepuasan konsumen." JURNAL MANAJEMEN 8, no. 1 (2016): 66-79.

Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler. Services Marketing Integrating Customer Focus Across the Firm. 7. New York: McGraw-Hill Education, 2018.




DOI: http://dx.doi.org/10.25157/mr.v5i2.4574

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

_______________________________________________________________________________________________ 

Journal of Management Review indexed by:

Journal of Management Review ISSN  2580-4138 (Print) and ISSN 2579-812X (Online))

_______________________________________________________________________________________________ 

Reference Mamanagement Tools

_______________________________________________________________________________________________