PENGARUH RELATIONSHIP MARKETING DAN CITRA LEMBAGA TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL MODERATING (STUDI PADA NASABAH TABUNGAN BPD DIY SYARI’AH KANTOR CABANG YOGYAKARTA)

ARINA AMALANA, NIM. 09390039 (2016) PENGARUH RELATIONSHIP MARKETING DAN CITRA LEMBAGA TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL MODERATING (STUDI PADA NASABAH TABUNGAN BPD DIY SYARI’AH KANTOR CABANG YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In Islamic financial institutions, such as Islamic Banking, customer loyalty becomes important benchmark for sustainability fund raising activities. Companies making various efforts including developing marketing strategies to be able to compete and face the competition is to provide the best service for consumers to survive and feel satisfied so that customers become loyal to the bank. Islamic Banking to create a good relationship marketing and maintaining the image of the institution so that customers are satisfied and loyal to the bank. This research aims to clarify the effect of the variable relationship marketing, and the image of the institutions on customer loyalty and customer satisfaction as a moderating variable on customer savings Bank BPD DIY Sharia. This study is that the data obtained through questionnaires. Samples taken as many as 100 cutomers with sampling techniques non-probability sampling. Quantitative data analysis perfomed by multiple linear regresiion method, and moderated regression analysis using tools SPSS 16.0 for Windows. Reseach results with a multiple linear regression showed that the relationship marketing (X1) and image of the institution (X2) is a significant positive effect on customer loyalty (Y). Based on the results of analysis by using moderated regression analysis, it is known that the relationship marketing (X1) and image of the institution (X2) with satisfaction moderation (X3) significant positive effect on customer loyalty (Y).

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