REPUTATION DAN RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALTY PADA BANK MEGA SYARIAH DI KOTA BENGKULU

Authors

  • Herry Novrianda Universitas Terbuka
  • Marsellina Fitri Sekolah Tinggi Ilmu Ekonomi Syariah Nahdatul Ulama
  • Selamet Fuadi Universitas Muhammadiyah Metro

DOI:

https://doi.org/10.24127/jm.v17i2.1401

Abstract

Tujuan penelitian ini untuk mengetahui untuk mengetahui 1). Pengaruh Reputation terhadap customer loyalty, 2). Relationship Marketing terhadap customer loyalty, dan 3). Pengaruh relationship marketing dan reputation terhadap customer loyalty Bank Mega Syariah di Kota Bengkulu. Jenis dan pendekatan yang digunakan yaitu menggunakan jenis penelitian asosiatif dan pendekatan kuantitatif. Hasil penelitian yaitu : 1). Tidak terdapat pengaruh reputasi terhadap loyalitas nasabah Bank Mega Syariah di Kota Bengkulu karena karena Thitung < Ttabel dimana (0,351 < 1,98397), dan sig a = (0,726 > 0,05). 2). Terdapat pengaruh relationship marketing terhadap loyalitas nasabah Bank Mega Syariah di Kota Bengkulu karena Thitung >Ttabel Dimana (5,470 > 1,98397), Dan Sig a = (0,000 < 0,05. 3). Terdapat pengaruh yang signifikan antara reputasi dan relationship marketing terhadap loyalitas nasabah Bank Mega Syariah di Kota Bengkulukarena Fhitung > Ftabel dimana ( 17,456 > 2,70 ) dan (sig a = 0,000 < 0,05 ).

Kata kunci: Hubungan Pemasaran, Reputasi, Loyalitas Nasabah

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Published

2023-12-08

Issue

Vol. 17 No. 2 (2023): November

Section

Articles

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