PENGARUH KOMUNIKASI PEMASARAN DAN RELATIONSHIP MARKETING TERHADAP KEPUASAN NASABAH PADA PT. BPR CIBITUNG TANJUNGRAYA

Evi Noviaty, Hasan Basri, Endah Isyahida

Abstract


This study aims to determine the effect of marketing communication and relationship marketing, both partially and simultaneously, on customer satisfaction at P.T. BPR Cibitung Tanjungraya. The type of research is quantitative descriptive. Primary data was collected through questionnaires from 52 customers. The research results concluded that marketing communication does not have a positive effect on customer satisfaction, relationship marketing has a positive effect on customer satisfaction, and both marketing communication and relationship marketing have a positive effect on customer satisfaction at P.T. BPR Cibitung Tanjungraya.

Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi pemasaran dan relationship marketing secara parsial maupun simultan terhadap kepuasan nasabah pada PT. BPR Cibitung Tanjungraya. Jenis penelitian adalah penelitian deskriptif kuantitatif. Menggunakan data primer yang dikumpulkan melalui kuesioner terhadap 52 nasabah. Hasil penelitian mendapatkan kesimpulan bahwa komunikasi pemasaran tidak berpengaruh positif terhadap kepuasan nasabah,  relationship marketing berpengaruh positif terhadap kepuasan nasabah, serta komunikasi pemasaran dan relationship marketing secara bersama-sama berpengaruh positif terhadap kepuasan nasabah pada PT. BPR Cibitung Tanjungraya.


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DOI: https://doi.org/10.56486/kompleksitas.vol13no2.696

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