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All Journal Malacca: Journal of Management and Business Development
Gustika Nurmalia
Universitas Islam Negeri Raden Intan, Lampung, Indonesia
Decision Sciences, Operations Research & Management

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The Effect of Relationship Marketing, Service Performance, and Product Quality on Traditional Marketing Approaches Dian Hidayati; Femei Purnamasari; Gustika Nurmalia
Malacca: Journal of Management and Business Development Vol. 3 No. 1 (2026): Management and Business Development
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/malacca.v3i1.860

Abstract

This study aims to analyze the effect of Relationship Marketing, Service Performance, and Product Quality on traditional marketing approaches to bsya by BCA Syariah users in Bandar Lampung. This research is motivated by the rapid development of digital banking services, so that a marketing strategy is needed that is able to integrate customer relationships, service performance, and product quality with traditional marketing approaches. This study uses a quantitative approach with a survey method on 105 bsya by BCA Syariah users in Bandar Lampung. Data analysis was conducted using Partial Least Square (PLS) method through SmartPLS application. The results showed that Relationship Marketing had a positive and significant effect on traditional marketing approaches, while Service Performance and Product Quality had no significant effect on traditional marketing approaches. Simultaneously, Relationship Marketing, Service Performance, and Product Quality significantly affect the traditional marketing approach with an R-Square value of 0.370. The results show that the success of traditional marketing approaches to bsya by BCA Syariah users is not only determined by the quality of individual services and products, but also influenced by the bank's ability to build strong and sustainable relationships with customers. Therefore, BCA Syariah needs to integrate relationship marketing strategies with improving the quality of services and products so that traditional marketing approaches remain effective amid the development of banking digitalization.
Co-Authors Dian Hidayati Femei Purnamasari