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Pengaruh Kualitas Pelayanan, Pemasaran Relasional Dankepuasan Nasabah Terhadap Loyalitas Nasabah Pt Bank Bri Cabang Bandar Lampung

Author

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  • Fajri, Ratu Chaterine
  • Tiara, Tria Arvina
  • Rinova, Dora

Abstract

Penerapan hubungan pemasaran yang dilakukan PT Bank BRI Cabang Bandar Lampung tidak sepenuhnya diterima oleh semua pelanggan, karena untuk mendapatkan pelayanan khusus atau perhatian dalam penerapan hubungan pemasaran diberlakukan syarat dan ketentuan. Penelitian ini dilakukan dengan tujuan mengetahui mengetahui pengaruh pemasaran relasional dan kepuasan pelanggan terhadap loyalitas nasabah PT Bank BRI Cabang Bandar Lampung. Penelitian ini termasuk ke dalam penelitian kuantitatif. Populasi pada penelitian ini adalah populasi dalam penelitian ini adalah nasabah PT Bank BRI Cabang Bandar Lampung selama 3 bulan sebanyak 60 orang dan jumlah sampel sebanyak 60 orang. Analisis dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan F hitung = 43,632 > F tabel = 3,16 dengan signifikansi sebsar 0,000 yang berarti bahwa ada pengaruh kualitas pelayanan, pemasaran relasional dan kepuasan pelanggan terhadap loyalitas nasabah PT Bank BRI Cabang Bandar Lampung.

Suggested Citation

  • Fajri, Ratu Chaterine & Tiara, Tria Arvina & Rinova, Dora, 2021. "Pengaruh Kualitas Pelayanan, Pemasaran Relasional Dankepuasan Nasabah Terhadap Loyalitas Nasabah Pt Bank Bri Cabang Bandar Lampung," OSF Preprints tmjky, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:tmjky
    DOI: 10.31219/osf.io/tmjky
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