PENGARUH RELATIONSHIP MARKETING DAN SWITCHING BARRIER TERHADAP CUSTOMER RETENTION (Studi Kasus Pada Nasabah Bank Negara Indonesia Syariah Kc. Yogyakarta)

EKA NUR YULI SETYANI, NIM. 11391033 (2018) PENGARUH RELATIONSHIP MARKETING DAN SWITCHING BARRIER TERHADAP CUSTOMER RETENTION (Studi Kasus Pada Nasabah Bank Negara Indonesia Syariah Kc. Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research is aimed to find the impact of relationship marketing variables such as trust, commitment, communication, conflict handling, and switching barrier against customer retention. The objects of this research are the customers of BNI Syariah Bank branch Yogyakarta. The primary data are collected using questionnaire, while the researcher uses purposive sampling method. All the questions have been examined and acknowledged as valid and reliable. The whole answers are examined using classical assumptions test and declared as normal; no multicollinearity and heteroscedasticity are occurred. The researches uses multiple linear regression test to examine the hypothesis. The researcher has obtained the F-test results. First, the trust, commitment, communication, conflict handling, and switching barrier variables affect the customer retention simultaneously. Meanwhile, the result of the T-test points out that the t count of the trust variable is 1,903, higher than the t table which is 1,667 so that the variable influences the customer retention insignificantly. Second, the t count of the commitment variable is 1,614, lower than the t table which covers 1,667. It means that the variable does not affect the customer retention. Third, the t count of communication variable is -2,659, lower than the t table which reaches 1,667 so that the variable does not have impact on the customer retention. Fourth, the t count of conflict handling variable is 2,442, higher than the t table which is 1,667. It means that this variable affects the customer retention. Fifth, the t count of switching barrier variable is 0,270, smaller than the t table which reaches 1,667. It does not influence the customer retention. The 22,1% of coefficient of determination (R2) points that the dependent variable influences the independent variable (22,1%), while the remaining variable (77,9%) is affected by another variables excluded in this research.

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