Artikel Ilmiah : C1K011003 a.n. RATIH PRABANDARI
| NIM | C1K011003 |
|---|---|
| Namamhs | RATIH PRABANDARI |
| Judul Artikel | THE EFFECT OF RELATIONSHIP MARKETING AND BRAND CREDIBILITY ON CUSTOMER LOYALTY AND WORD OF MOUTH: ROLE OF CUSTOMER SATISFACTION AS INTERVENING VARIABLE (Survey on Customers of Bank Mandiri in Purwokerto) |
| Abstrak (Bhs. Indonesia) | Tujuan penelitian ini adalah untuk menganalisis pengaruh pemasaran hubungan dan kredibilitas merek terhadap loyalitas pelanggan dan word of mouth dengan kepuasan pelanggan sebagai variabel intervening. Jenis penelitian ini menggunakan survei. Populasi penelitian ini adalah seluruh nasabah Bank Mandiri di Purwokerto. Teknik pengambilan sampel dari penelitian ini menggunakan teknik estimasi interval dan pendapat oleh Hair et al., Sehingga dapat ditentukan bahwa ukuran sampel dalam penelitian adalah 150 responden. Selanjutnya, teknik analisis data penelitian ini menggunakan analisis Model Persamaan Struktural (SEM). Berdasarkan hasil analisis data, dapat disimpulkan bahwa relationship marketing serta brand credibility berpengaruh positif terhadap kepuasan pelanggan, relationship marketing tidak berpengaruh nyata dari sisi mulut, hubungan pemasaran serta brand credibility berpengaruh positif terhadap Loyalitas pelanggan, kepuasan pelanggan tidak berpengaruh nyata dari mulut ke mulut, kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan, kepuasan pelanggan tidak memediasi pengaruh pemasaran hubungan dari mulut ke mulut, kepuasan pelanggan menengahi pengaruh hubungan pemasaran terhadap loyalitas pelanggan, pelanggan Kepuasan memediasi pengaruh kredibilitas merek terhadap loyalitas pelanggan, dan loyalitas pelanggan memiliki efek positif dari mulut ke mulut. Mengacu pada kesimpulan tersebut, dapat disiratkan bahwa sebagai upaya untuk meningkatkan kepuasan dan loyalitas pelanggan, pengelolaan Bank Mandiri di Purwokerto perlu diprioritaskan pada kebijakan pemasaran hubungan dan kredibilitas merek. Selanjutnya, untuk memperbaiki komunikasi dari mulut ke mulut, manajemen Bank Mandiri di Purwokerto perlu lebih memperhatikan kebijakan loyalitas pelanggan. Cara yang bisa dilakukan dengan menjaga dan memperkuat kualitas pemasaran hubungan dan membangun dua cara komunikasi dengan pelanggan, selalu menindaklanjuti keluhan konsumen secara optimal, memberikan keamanan dan kenyamanan kepada konsumen yang terkait dengan layanan yang diberikan dan hubungan pribadi yang baik. |
| Abtrak (Bhs. Inggris) | The aims of research were to analyze the effect of relationship marketing and brand credibility on customer loyalty and word of mouth with customer satisfaction as intervening variable. Type of this research uses survey. Population of this research was all customers of Bank Mandiri in Purwokerto. Sampling technique of this study used interval estimate technique and the opinion by Hair et al., so it could be determined that sample size within study was 150 respondents. Furthermore, technique data analysis of this study used Structural Equation Model (SEM) analysis. Based on the result of data analysis, it could be concluded that relationship marketing as well as brand credibility has a positive effect on customer satisfaction, relationship marketing has no effect on word of mouth, relationship marketing as well as brand credibility has a positive effect on customer loyalty, customer satisfaction has no effect on word of mouth, customer satisfaction has a positive effect on customer loyalty, customer satisfaction not mediates the effect of relationship marketing on word of mouth, customer satisfaction mediates the effect of relationship marketing on customer loyalty, customer satisfaction mediates the effect of brand credibility on customer loyalty, and customer loyalty has a positive effect on word of mouth. Refers to these conclusions, it could be implied that as an effort to increase the customer satisfaction and loyalty, management of Bank Mandiri in Purwokerto needs to make priority on the relationship marketing and brand credibility policies. Furthermore, in order to improve the word of mouth communication, management of Bank Mandiri in Purwokerto needs to pay more attention on the customer loyalty policy. The ways can be done by maintain and strengthen the relationship marketing quality and build two ways communication with the customer, always follow up the consumer complaints optimally, provide security and convenience to consumers associated with the services provided and a good personal relationship. |
| Kata kunci | Relationship Marketing, Brand Credibility, Customer Satisfaction, Loyalty, Word of Mouth. |
| Pembimbing 1 | Prof. Dr. Agus Suroso |
| Pembimbing 2 | Weni Novandari |
| Pembimbing 3 | |
| Tahun | 2017 |
| Jumlah Halaman | 1 |
| Tgl. Entri | 2017-08-15 18:00:47.373926 |