EFFECT OF GENDER ON CUSTOMER LOYALTY : DIMENSSION OF RELATIONSHIP MARKETING ON CUSTOMER BRI BRITAMA TANJUNG KARANG BANDAR LAMPUNG

Ayu Lestari Pasmawati, 1511011043 (2019) EFFECT OF GENDER ON CUSTOMER LOYALTY : DIMENSSION OF RELATIONSHIP MARKETING ON CUSTOMER BRI BRITAMA TANJUNG KARANG BANDAR LAMPUNG. Fakultas Ekonomi dan Bisnis, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

The problem in this study is the number of competitors that appear as well as the large number of complaints from BRI Britama Tanjung Karang Bandar Lampung customers. This study aims to examine the effect of gender moderation on relationship marketing dimensions on loyalty. The dimensions of relationship marketing investigated include trust, commitment, communication, and problem handling. Data analysis techniques using Hierarchical Multiple Regression Analysis. Sampling using random sampling. Respondents are active BRI customers who use Britama savings products at BRI Tanjung Karang Bandar Lampung as many as 100 respondents. The results showed that gender moderated the dimensions of relationship marketing which consisted of trust, commitment, communication, and problem solving towards BRI Britama Tanjung Karang Bandar Lampung customer loyalty. The trust variable has the biggest influence on customer loyalty. Keywords : Relationship Marketing, Trust, Commitment, Communication, Conflict Handling, Customer Loyalty, Gender. Permasalahan dalam penelitian ini adalah banyaknya pesaing yang muncul serta banyaknya jumlah keluhan nasabah BRI Britama Tanjung Karang Bandar Lampung yang masuk. Penelitian ini bertujuan untuk menguji pengaruh moderasi gender pada dimensi relationship marketing terhadap loyalitas. Dimensi relationship marketing yang diteliti meliputi kepercayaan, komitmen, komunikasi, dan penanganan masalah. Teknik analisis data menggunakan Hierarchical Multiple Regression Analysis. Pengambilan sampel menggunakan random sampling. Responden adalah nasabah aktif BRI yang menggunakan produk tabungan Britama pada BRI Tanjung Karang Bandar Lampung sebanyak 100 responden. Hasil penelitian diperoleh bahwa gender memoderasi dimensi relationship marketing yang terdiri dari kepercayaan, komitmen, komunikasi, dan penanganan masalah terhadap loyalitas nasabah BRI Britama Tanjung Karang Bandar Lampung. Variabel kepercayaan memiliki pengaruh terbesar terhadap loyalitas nasabah. Kata kunci : Relationship Marketing, Kepercayaan, Komitmen, Komunikasi, Penanganan Masalah, Loyalitas Nasabah, Gender.

Jenis Karya Akhir:	Skripsi
Subyek:	> HB Economic Theory
Program Studi:	Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen
Pengguna Deposit:	UPT Anita Ekarini
Date Deposited:	17 Mar 2022 05:42
Terakhir diubah:	17 Mar 2022 05:42
URI:	http://digilib.unila.ac.id/id/eprint/54757

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