DETERMINAN NILAI KONSUMEN DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN PADA BANK BTN SYARIAH KC MAKASSAR

  • Siti Fatimah Universitas Islam Negeri Alauddin Makassar
    (ID)
  • Andi Mutmainna Universitas Islam Negeri Alauddin Makassar
    (ID)

Abstract

This study aims to determine whether the influence of Consumer Value and relationship marketing on customer loyalty at BTN Syariah KC Makassar bank. This research is a quantitative research using path analysis test. The data used in this study are primary data obtained from questionnaires that have been distributed to customers of Bank BTN Syariah KC Makassar. The population in this study were all customers of Bank BTN Syariah Kc Makassar. While the sampling technique in this study using purposive sampling technique. In this study, the sample size was determined using the Lemeshow formula with a sample size of 100 respondents. The results showed that consumer value has an effect on customer loyalty at BTN Syariah KC Makassar bank, relationship marketing has an effect on customer loyalty at BTN Syariah KC Makassar bank, satisfaction has an effect on customer loyalty, consumer value has an effect on satisfaction on BTN Syariah KC Makassar bank, relationship marketing has an effect on satisfaction at bank BTN Syariah KC Makassar, while satisfaction can mediate consumer value and Relationship Marketing on customer loyalty at Bank BTN Syariah KC Makassar.

Published
2023-06-26
Abstract viewed = 48 times