PENGARUH PEMASARAN RELASIONAL DAN LOYALITAS TERHADAP KEPUASAN NASABAH PT. BANK NEGARA INDONESIA (BNI) KANTOR CABANG MEDAN

Syafriadi. SE.,MM

Abstract

PT. Bank Negara Indonesia established since 1946, BNI formerly known as Bank Negara
Indonesia, is the first bank formed and owned by the Government of Indonesia. Customer
satisfaction can be created through marketing quality provided by the company to its
customers. The better the quality of its services, the higher the customer loyalty to the
company that will meciptakan customer satisfaction by itself. Hypothesis Test Results
reasional marketing variables (X1) on customer satisfaction at the results obtained
relational marketing job characteristics (X1) partially have a significant influence on
customer kepauasan (Y) PT. Bank Negara Indonesia (Persero) Tbk Cabang Medan.
obtained t value of 3.937 with a probability value t (Sig) is 0,000 (Sig. <α0,05). Hypothesis
Test Results loyalty variables on customer satisfaction in the results obtained Loyalty
variable (X2) partially have a significant influence on customer kepauasan (Y) PT. Bank
Negara Indonesia (Persero) Tbk Cabang Medan .. obtained t value of 5,077 t with a
probability value (Sig) is 0,000 (Sig. <Α0,05). F count = 127.675 with a probability value
F (sig) is 0.000 (sig.0,000˂α0,05). Thus Ho rejected and Ha accepted. It can be concluded
that the relationship marketing (X1) and loyalty (X2) simultaneously have a significant
influence on customer satisfaction (Y) PT Bank Negara Indonesia (Persero) Tbk, Medan
Branch.