PENGARUH CUSTOMER PERCEIVED VALUE, CORPORATE SOCIAL RESPONSIBILITY, DAN CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Farradila Geta Oceania, NIM 16820084 (2020) PENGARUH CUSTOMER PERCEIVED VALUE, CORPORATE SOCIAL RESPONSIBILITY, DAN CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING. Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

This study aims to determine the influence of customer perceived value, corporate social responsibility,and customer relationship marketing on customer loyalty with customer satisfaction as the intervening variable at Mandiri Syariah Bank of Yogyakarta. Sources of data in this study is primary data sourced from the results of questionaries, that have been filled by the respondents, and interview. This research is quantitative research. Populasi in this research is all customers of Mandiri Syariah Bank of Yogyakarta. The sampling in this tudy using the purposive sampling and accidental sampling. The sampling used in this research is 50 respondents. Technique which used in this research is path analysis with SPSS. The result showed that customer perceived value and customer satisfaction has significant influence toward customer loyalty. But, corporate social responsibility and customer relationship marketing has no influence towards customer loyalty. The satisfaction variable is able to mediate customer perceived value toward customer loyalty. But, the satisfaction variable is unable to mediate corporate social responsibility and customer relationship marketing towards customer loyalty.

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