PENGARUH PEMASARAN RELASIONAL TERHADAP KEPUASAN DAN LOYALITAS NASABAH PADA PT. BANK RIAU KEPRI CABANG TELUK KUANTAN

Abstract

Abstract. This study aims to identify and analyze the influence of Relationship Marketing consisting ofEconomic Content, Resource Content, Social Content toward customer satisfaction and loyalty In PTBank Riau Kepri Branch Of Teluk Kuantan. The instrument used for data collection was aquestionnaire. The study population was all customers which saving in PT Bank Riau Kepri Branch OfTeluk Kuantan totaling 1263 people. The sample in this study is based on using Taro Yamane formulaobtained by 115 people. Data were analyzed using path analysis.The calculations show that theEconomic Content, Resource Content, Social Content has a direct effect significant and positive impacton satisfaction, Economic Content has a direct effect significant and positive impact on loyal ty,Economic Content through the satisfaction of a significant impact in improving loyalty, ResourceContent has no significant direct effect and positive impact on loyalty, satisfaction Resource Contentthrough a significant impact in improving loyalty, Social Content has no significant direct effect andpositive impact on loyalty, Social Content through the satisfaction of a significant impact in increasingloyalty, and satisfaction has a direct influence a significant and positive impact on loyalty.

Keywords: Relational Marketing, Customer Satisfaction and Customer Loyalty.