THE IMPACT OF RELATIONSHIP MARKETING AND SERVICE QUALITY ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (Study on Customers of BNI Malang Branch Office) - Afif Mahardika Setiawan; Andriani Kusumawati; M. Kholid Mawardi (Fakultas Ilmu Administrasi Universitas Brawijaya, 2018)
Penelitian ini bertujuan untuk menjelaskan pengaruh relationship marketing dan kualitas layanan terhadap kepuasan dan loyalitas nasabah pada pada Bank BNI Kantor Cabang Malang. Penelitian ini menggunakan penelitian explanatory dengan pendekatan kuantitatif. Populasi penelitian ini adalah nasabah tabungan Bank BNI Kantor Cabang Malang. Kuesioner didistribusikan dengan menggunakan teknik purposive sampling kepada 116 responden. analisis jalur dan analisis deskriptif digunakan sebagi teknik analisis data. Berdasarkan analisis jalur, hasil penelitian ini menunjukkan relationship marketing berdampak positif yang signifikan terhadap kepuasan nasabah dan loyalitas nasabah; kualitas layanan berdampak positif yang signifikan terhadap kepuasan nasabah; kualitas layanan berdampak negatif yang signifikan terhadap loyalitas nasabah; dan kepuasan nasabah berdampak positif yang signifikan terhadap loyalitas nasabah. Dari hasil penelitian ini, Bank BNI Kantor Cabang Malang sebaiknya mempertahankan dan meningkatkan variable relationship marketing dan kualitas layanan. Sehingga, kepuasan nasabah dan loyalitas nasabah meningkat. Kata Kunci: Relationship Marketing, Kualitas Layanan, Kepuasan, Loyalitas Nasabah ABSTRACT The aim of this research was to clarify the impact of relationship marketing and service quality on customer satisfaction and customer loyalty on customers of BNI Malang Branch Office. This research used explanatory research and quantitative approach. Population in this research was customers of saving product in BNI Malang Branch Office. Questionnaires were distributed by purposive sampling technique to 116 respondents. Path and descriptive analysis used as data analysis technique. Based on calculation of path analysis showed that relationship marketing had positively significant impact on customer satisfaction and customer loyalty; service quality had positively significant impact on customer satisfaction; service quality had negatively significant impact on customer loyalty; and customer satisfaction had positively significant impact on customer loyalty. Based on this research, BNI Malang Branch Office should be able to maintain and improve the variables of relationship marketing and service quality. Thus, customer satisfaction and customer loyalty will increase. Keywords: Relationship Marketing, Service Quality, Customer Satisfaction, Customer Loyal