PENGARUH RELATIONSHIP MARKETING, KUALITAS PRODUK TERHADAP KEPUASAN DAN LOYALITAS NASABAH PENGGUNAAN KARTU KREDIT PADA PT. BANK RIAU KEPRI (STUDI PADA CABANG UTAMA DAN CABANG PEKANBARU)

Abstract

This study aims to analyze the effect of product quality on relationship
marketing. Knowing and analyzing the influence of Relationship Marketing and
product quality on customer satisfaction. To find out and analyze the influence of
relationship marketing and product quality on customer loyalty and the effect of
customer satisfaction on customer loyalty.The study population is the population
in question are the PT. Riau Kepri Bank Credit Card Customers Main branch and
Pekanbaru branch in 2018 with 2,069 and 987 customers, respectively. The
sample to be used is 149 people. The sampling technique used is stratified random
sampling Analysis of the data used in this study is Structural Equation Modeling
(SEM) PLS which is operated through the WarpPLS.5.0 program.The results of
this study indicate that product quality has an effect on Relationship marketing.
Relationship marketing and product quality affect satisfaction. This proves that
the higher the quality of the products offered, the more customer satisfaction with
the company. Relationship marketing has a significant effect on customer loyalty
through satisfaction. This shows that good relationship marketing supported by
high customer satisfaction will increase customer loyalty. Product quality
influences customer loyalty through satisfaction. This shows that the better the
quality of the product will increase satisfaction and have an impact on increasing
customer loyalty. Satisfaction affects customer loyalty. These results prove that
the higher customer satisfaction with credit cards offered, the higher the level of
customer loyalty to the company.