PENGARUH CUSTOMER RELATIONSHIP MARKETING, SERVICE QUALITY, DAN PROMOTION TERHADAP CUSTOMER SATISFACTION (STUDI BANK SYARIAH MANDIRI KCP KALIURANG)

FIRDA ROSYITA, NIM. 13820225 (2017) PENGARUH CUSTOMER RELATIONSHIP MARKETING, SERVICE QUALITY, DAN PROMOTION TERHADAP CUSTOMER SATISFACTION (STUDI BANK SYARIAH MANDIRI KCP KALIURANG). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

This study was to analyze the influence customer relationship marketing, service quality, and promotion on customer satisfaction. Banking is needed by all people to perform various transactions with ease both in domestic and overseasbased customer relationship marketing. In addition, factors that determine customer satisfaction is service quality and promotion. This study aims to determine how the influence of customer relationship marketing, service quality, and promotion on customer satisfaction of Bank Syariah Mandiri KCP Kaliurang. This research is a field research with data sources which are obtained directly from customer Bank Syariah Mandiri KCP Kaliurang as the object of research by using questioners or questions. The sample are 100 client, which who come directly to the office of Bank Syariah Mandiri KCP Kaliurang on 23-26 January 2017. The analytical method used is multiple linear regression analysis used SPSS software to test the research hypothesis. The results of this study shows that variable customer relationshi marketing, service qualiy and promotion significantly and positive affect customer satisfaction. From result of Simultaneous Test (Test F) known value P value equal to 0,000 <0,05 which means customer relationship marketing, service quality, and promotion together have significant effect to customer satisfaction at Bank of Syariah Mandiri KCP Kaliurang. While based on the results of Partial Test (t test) note that customer relationship marketing, service quality, and promotion variables partially provide a significant effect on customer satisfaction at Bank Syariah Mandiri KCP Kaliurang. Keyword: Customer relationship marketing, service quality, promotion, customer satisfaction [INDONESIA] Penelitian ini untuk menganalisis pengaruh customer relationship marketing, service quality, dan promotion terhadap customer satisfaction. Perbankan sangat dibutuhkan oleh semua kalangan masyarakat untuk melakukan berbagai macam transaksi dengan mudah baik di dalam negeri maupun antar negara dengan berbasis customer relationship marketing. Selain itu faktor-faktor yang menentukan customer satisfaction adalah service quality dan promotion. Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh customer relationship marketing, service quality, dan promotion terhadap customer satisfaction nasabah Bank Syariah Mandiri KCP Kaliurang. Penelitian ini merupakan penelitian lapangan dengan sumber data diperoleh langsung dari nasabah Bank Syariah Mandiri KCP Kaliurang sebagai objek penelitian dengan menggunakan kuesioner atau pertanyaan. Sampel penelitian ini adalah 100 nasabah yang datang langsung ke kantor Bank Syariah Mandiri KCP Kaliurang pada tanggal 23-26 Januari 2017. Metode analisis yang digunakan adalah analisis regresi linear berganda dengan menggunakan software SPSS untuk menguji hipotesis penelitian. Hasil penelitian ini menunjukan bahwa variabel customer relationship marketing, service quality, dan promotion berpengaruh signifikan dan positif terhadap customer satisfaction. Dari hasil Uji Simultan (Uji F) diketahui nilai P value sebesar 0,000 < 0,05 yang artinya customer relationship marketing, service quality, dan promotion secara bersama-sama berpengaruh signifikan terhadap customer satisfaction pada Bank Syariah Mandiri KCP Kaliurang. Sedangkan berdasarkan hasil Uji secara Parsial (Uji t) diketahui bahwa variabel customer relationship marketing, service quality, dan promotion secara parsial memberikan pengaruh yang signifikan terhadap customer satisfaction pada Bank Syariah Mandiri KCP Kaliurang. Kunci: Customer relationship marketing, service quality, promotion, customer satisfaction

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