PENGARUH KUALITAS PELAYANAN, CITRA MEREK, KEPERCAYAAN DAN CUSTOMER RELATIONSHIP MARKETING TERHADAP KEPUASAN NASABAH (Studi Kasus BPRS Mitra Harmoni Yogyakarta)

RIFKA AYU MARETANINGTYAS, NIM. 15820133 (2018) PENGARUH KUALITAS PELAYANAN, CITRA MEREK, KEPERCAYAAN DAN CUSTOMER RELATIONSHIP MARKETING TERHADAP KEPUASAN NASABAH (Studi Kasus BPRS Mitra Harmoni Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Customer satisfaction is one of the factors used to measure the level of success in banking industry. Customer satisfaction can provide a good relationship between the customer and the bank. With a good relationship, customers contribute to promoting this through word of mouth if customers get their own satisfaction. This study aims to determine the effect of service quality, brand image, trust, and customer relationship marketing on customer satisfaction. The objects of this study are customers of BPRS Mitra Harmoni Yogyakarta. The data used in this study are primary data, carried out by distributing questionnaires and using probability sampling techniques with simple random sampling method. The sample in this study were 75 customers of BPRS Mitra Harmoni Yogyakarta. Data analysis methods in this study are validity test, reliability test, classic assumption test, and multiple linear regression analysis using IBM SPSS Statistics 19. The results of this study show that service quality, brand image, and trust does not affect customer satisfaction. However, customer relationship marketing has a significant positive effect on customer satisfaction.

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