Strategi Relationship Marketing dalam Meningkatkan Loyalitas Nasabah Pada Bank BRI Unit Muara Rupit

Authors

  • Yuyun Nomary Universitas Baturaja
  • Hendra Sastrawinata Politeknik Negeri Sriwijaya
  • Keti Purnamasari Politeknik Negeri Sriwijaya

DOI:

https://doi.org/10.5281/zenodo.7546236

Abstract

One way to increase customer satisfaction and loyalty is to build a relationship between the bank and the customer which is called relationship marketing. This study aims to determine the direct and indirect effect of Relationship marketing variables and customer satisfaction on customer loyalty. Bank BRI Unit Muara Rupit is a bank that has been established in the Muara Rupit area on February 7, 1970 until now. This study used a sample of 95 respondents. The results showed that Relationship marketing and customer satisfaction had a positive and significant effect on customer loyalty. Relationship marketing variable has a dominant influence on customer loyalty at Bank BRI Muara Rupit Unit.

Downloads

Published

2021-12-21

How to Cite

Nomary, Y., Sastrawinata, H., & Purnamasari, K. (2021). Strategi Relationship Marketing dalam Meningkatkan Loyalitas Nasabah Pada Bank BRI Unit Muara Rupit . Jurnal Aplikasi Manajemen Dan Bisnis, 2(1), 41–49. https://doi.org/10.5281/zenodo.7546236

Issue

Vol. 2 No. 1 (2021): Jurnal Aplikasi Manajemen dan Bisnis Oktober 2021

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).