PENGARUH IMPLEMENTASI RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada PT. Bank Rakyat Indonesia (Persero) Tbk. Cabang Pandanaran)

Abstract

In recent years, the Indonesian banking industry has massive changing. This issue challenges the Indonesia People Bank (Bank Rakyat Indonesia, BRI) to raise their level of competition. Meanwhile, the decreasing number of customers caused by the decreasing number of people opening an account, is an unevitable problem to BRI Pandanaran Unit, Semarang. Therefore, this research aims to analyze the marketing relationship factors that consist of Building Sercive Partnership and Total Quality Management toward Customer Satisfaction and Loyalty in BRI Pandanaran Unit, Semarang. This research examines two independent variables that is Building Service Partnership--of which the dependent variable of Customer Loyalty can be influenced--and Customer Satisfaction as the interverning variable. The research's population is the customers of BRI Unit Pandanaran, Semarang. The sample taken from 100 respondences by giving them quesionnaire, while non probability technique with purposive sampling approach was used. The analysis method was multiple regression linear, using SPSS 16.0. The direct coefficient determination (R2) test results 22,7%, meanwhile a 30,0% derived from the indirect coefficient determination (R2) test. In the other hand, testing hypotheses concerning partial correlation confirms that (i) Building Service Partnership indicates a positive and significant relationship towards Customer Satisfaction; (ii) Total Quality Management indicates a positive and significant relationship towards Customer Satisfaction; (iii) Building Service Partnership indicates a positive and significant relationship towards Customer Loyalty; (iv) Total Quality Management indicates a positive and significant relationship towards Customer Loyalty; and (v) Customer Satisfaction indicates a positive and significant relationship towards Customer Loyalty. From the significant hypothesis test (F-test), it can be derived that there is positive and significant influence between Building Service Partnership and Total Quality Management towards Customers Loyalty, with Customer Satisfaction as its interverning variable.