IMPLIKASI RELATIONSHIP MARKETING TERHADAP TINGKAT LOYALITAS DEBITUR KREDIT KOMERSIAL

M. Taufiq

Abstract


Strategi Relationship Marketing (Financial Bonds, Social Bonds, Customization Bonds, dan Structural Bonds) dipandang sebagai faktor penting yang berpengaruh terhadap tingkat loyalitas debitur kredit komersial. Tujuan dari studi ini adalah untuk mengetahui faktor yang dominan dalam Relationship Marketing, dan strategi Relationship Marketing mana yang berpengaruh dominan terhadap tingkat loyalitas debitur kredit komersial.Populasi penelitian ini adalah seluruh debitur kredit komersial PT. Bank Rakyat Indonesia (Persero), Tbk. Kantor Cabang Makassar Somba Opu sebanyak 365 debitur. Sampel dipilih secara acak berstrata sebanyak 80 responden. Data dianalisis dengan regresi linier berganda. Berdasarkan hasil analisis Uji t yang dilakukan, didapatkan hasil bahwa variabel Customization Bonds memberikan pengaruh paling kuat (dominan)terhadap tingkat loyalitas debitur kredit komersial PT. Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Makassar Somba Opu, kemudian diikuti berturut-turut oleh Structural Bonds, Financial Bonds, dan Social Bonds.

Kata Kunci: Financial Bonds, Social Bonds, Customization Bonds, Structural Bonds, dan Loyalitas


Relationship Marketing Strategies (Financial Bonds, Social Bonds, Customization Bonds, and Structural Bonds) are seen as important factors that influence the level of loyalty of commercial credit borrowers. The purpose of this study is to determine the dominant factors in Relationship Marketing, and which Relationship Marketing strategies have the dominant influence on the level of loyalty of commercial credit debtors. The population of the study is all debtors of commercial credit debtor of PT. Bank Rakyat Indonesia (Persero), Tbk. Somba Opu Branch Office comprising 365 debtors. They are selected by stratified random sampling of 80 respondents. The data are analyzed by linier multiple regression. Based on the results of the t-test analysis performed, it was found that the Customization Bonds variable had the most powerful (dominant) influence on the level of loyalty of the commercial credit debtors of PT. Bank Rakyat Indonesia (Persero) Tbk. Makassar Somba Opu Branch Office, then followed successively by Structural Bonds, Financial Bonds, and Social Bonds.

Keywords: Financial Bonds, Social Bonds, Customization Bonds, Structural Bonds, and Loyalty



References


Aryan, Hellas Limited. (2005), Relationship Marketing : Understanding and Implementing the Concept, IBRC, Athens.

Atjo, Muh. Akbar. (2003), Pengaruh Dimensi Kualitas Layanan Terhadap Tingkat Kepuasan Pelanggan SIM Card GSM Kartu Halo Telkomsel Regional Sulawesi Malirja (Unit Pelayanan Grapari Makassar), PPMM UNHAS, Makassar.

Awaluddin, Murtiadi, and Sukmawati Sukmawati. "Implikasi Theory Of Reasoned Action Dan Etika Dalam Meningkatkan Kepatuhan Wajib Pajak Kendaraan Bermotor Melalui Niat." Al-Mashrafiyah (Jurnal Ekonomi, Keuangan dan Perbankan Syariah), Vol.1.No.1 Oktober 2017.

Chan, Syafruddin. (2003), Relationship Marketing (Inovasi Pemasaran yang membuat Pelanggan bertekuk lutut), PT. Gramedia Pustaka Utama, Jakarta.

Gani, Nuraeni. "Determinan Kinerja Karyawan Bank Sulselbar Syariah." Al-Mashrafiyah (Jurnal Ekonomi, Keuangan dan Perbankan Syariah), Vol. 1. No.2 April 2018.

Hutasuhut, Arman D. (2004), Strategi Pemasaran Berorientasi Hubungan Dengan Pelanggan, Jurnal Ilmiah Manajemen & Bisnis, Vol.04 No.01 April 2004.

Lovelock, Christopher H. dan Wright, Lauren K. (2005), Manajemen Pemasaran Jasa, PT. Indeks Kelompok Gramedia, Jakarta

Priyadi, (2007), Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Memilih Produk Tabungan Mudharabah Di Bank BRI Syariah Makassar, MM UNHAS, Makassar

Taylor, Graham K. (1995), An Investigation Into the Potential Aplication of Relatonship Marketing in the British House Building Industry, High Wycombe, Bucks HP13 5ER, England.

Tjiptono, Fandy. (2005), Pemasaran Jasa, Banyumedia Publishing, Malang.

Yusuf, Ahmad Muhlis, M.Mgt. (2006), Relationship Marketing, Warta JWC, Vol.8/IV/Agustus/2006, Universitas Bina Nusantara, Jakarta Selatan.




DOI: https://doi.org/10.24252/al-mashrafiyah.v2i1.5611

Refbacks

  • There are currently no refbacks.


AL-Mashrafiyah: Jurnal Ekonomi, Keuangan dan Perbankan Syariah Indexed By:

          1

ISSN Printed : 2597-4904
ISSN Online : 2620-5661

Jl. H.M. Yasin Limpo No. 36 Samata, Gowa, South Sulawesi
Phone : (0411)841879 Fax: (0411)8221400
Email: al.mashrafiyah@uin-alauddin.ac.id
           wardihan.sabar@uin-alauddin.ac.id

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.