Pengaruh relationship marketing (RM) pada loyalitas nasabah Bank Rakyat Indonesia (BRI) tingkat unit di Sleman

BAWADIMAN, Valdi Samuel, Basu Swastha Dharmmesta, Prof., Dr., MBA

2009 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan adalah untuk menguji dan mengidentifikasi pengaruh relationship marketing pada loyalitas nasabah BRI Unit Sleman. Sampel penelitian ini diambil secara purposive sampling dengan kriteria nasabah yang menabung di BRI Unit Sleman minimal satu tahun. Jumlah responden yang digunakan dalam penelitian ini sebanyak 300 orang. Pengukuran variabel menggunakan kuesioner yang terlebih diuji validitas dan reliabilitasnya. Uji validitas menggunakan confirmatory factor analysis, sedangkan uji reliabilitas menggunakan metode Alpha Cronbach. Skala pengukuran yang digunakan dalam kuesioner adalah skala Likert. Hasil penelitian ini adalah: (1) Implementasi relationship marketing BRI Unit Sleman berpengaruh positif dan signifikan pada persepsi nasabah terhadap Relationship marketing (β=0,4; t=21,646; p=0,000), (2) Pengaruh Implementasi relationship marketing BRI Unit Sleman pada persepsi nasabah terhadap relationship marketing dimoderasi secara positif dan signifikan oleh ukuran perusahaan (β=0,465; t=2,504; p=0,013), (3) Persepsi nasabah tentang relationship marketing BRI Unit Sleman berpengaruh positif dan signifikan pada Kepercayaan nasabah (β=0,827; t=25,425; p=0,000), (4) Kepercayaan nasabah terhadap BRI Unit Sleman berpengaruh positif dan signifikan pada komitmen nasabah (β=0,338; t=7,272; p=0,000), (5) Persepsi nasabah terhadap relationship marketing BRI Unit Sleman berpengaruh positif dan signifikan pada Komitmen nasabah (β=0,197; t=12,724; p=0,000), (6) Komitmen nasabah berpengaruh positif dan signifikan pada loyalitas nasabah.

This research aim to be to test and identifies influence relationship marketing at customer loyality BRI Unit Sleman. This research sample taken in purposive sampling with customer criterion saving in minimum BRI Unit Sleman one years. Number of respondents applied in this research 300. Measurement of variable applies questionaire that is particularly is tested its validity and reliability. Validity test applies confirmatory factor analysis, while reliability test to apply method Alpha Cronbach. Measurement scale applied in questionaire is scale Likert. Result of this research is: (1) Implementation of relationship marketing BRI Unit Sleman influential positive and significance on perception of customer to relationship marketing (β=0,4; t=21,646; p=0,000), (2) Implementation of relationship marketing BRI Unit Sleman on perception of customer to relationship marketing is signifincance moderated by company size (β=0,465; t=2,504; p=0,013), (3) perception of customer about relationship marketing BRI Unit Sleman influential positive and significance on customer trust (β= 0,827; t=25,425; p=0,000), (4) Trust of customer to BRI Unit Sleman influential positive and significance at customer commitment (β=0,338; t=7,272; p=0,000), (5) perception of customer to relationship marketing BRI Unit Sleman influential positive and significance on customer commitment (β=0,197; t=12,724; p=0,000), (6) customer commitment influential positive and significance on customer loyality.

Kata Kunci : Relationship marketing,Purposive sampling,Confirmatory factor analysis