PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH DI PT.BANK MANDIRI KC.DOTULOLONG LASUT MANADO

Abstract

At Bank Mandiri KC.Dululolong Lasut Manado experienced the
problem of unstable customer savings rate. This unstable number of subscribers
is biased by the downturn in the client's economic condition, or there are other
factors between services that do not correspond to unsatisfactory interests or
unsatisfactory facilities that customers turn to other banks. Planting the
credibility of the company, certainly not an easy thing, it takes an appropriate
strategy for the purpose and objectives can be achieved optimally, especially in
the field of marketing. Basically Relationship marketing is a long-term
relationship and bond between producers, consumers, suppliers, and other
actors. Customer loyalty is a behavior associated with a product's brand,
including possible renewal of a contract in the future. This research uses
quantitative method, sampling technique in this study using Simple Random
Sampling, The formula used in calculating this simple correlation coefficient is
product moment. From the results of statistical testing can be seen clearly that
the free variable Relationship Marketing affect the dependent variable
Customer Loyalty. the influence of the given free variable is positive which
means the more active relationship marketing then result in higher loyalty of
customers generated. These results are also in accordance with the proposed
hypothesis. This shows that relationship marketing is one of the determinants of
customer loyalty because good relationship marketing will create and maintain
customer loyalty. So the higher the relationship marketing applied will increase
customer loyalty

Keywords: Relationship Marketing and Customer Loyalty