@misc{eprints54738,
           title = {PENGARUH MODERASI GENDER PADA CUSTOMER LOYALTY :
DIMENSI RELATIONSHIP MARKETING PADA NASABAH BRI
BRITAMA TANJUNG KARANG BANDAR LAMPUNG},
          author = {1511011043 Ayu Lestari Pasmawati},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {Fakultas Ekonomi dan Bisnis},
            year = {2019},
             url = {http://digilib.unila.ac.id/54738/},
        abstract = {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.

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.}
}