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Relationship Marketing dan Brand Equity Mempengaruhi Loyalitas Nasabah Bank Syariah di Kota Surabaya

Ardianto, Herwin (2022) Relationship Marketing dan Brand Equity Mempengaruhi Loyalitas Nasabah Bank Syariah di Kota Surabaya. Balance: Economic, Business, Management and Accounting Journal, 19 (1). pp. 1-13. ISSN 2614-820X

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Abstract

This study aims to prove the effect of relational marketing and brand equity on the loyalty of Islamic bank customers in Surabaya. This research was carried out through a quantitative approach by running a survey method by distributing questionnaires to 100 active customers of PT Bank Syariah Indonesia Tbk in the Surabaya City area. Analysis of the data obtained using the multiple linear regression method by SPSS program. Based on the test results, the regression equation Y = 3.009 + 0.160 X1 + 0.023 X2. The results of the partial significance test (t-test) it is known that the Relationship Marketing variable obtained the value of t count (2.304) > t table (1.982) with a regression coefficient of 0.160, it can be concluded that part there is a positive and significant influence between Relationship Marketing on the dependent variable namely the variable Customer Loyalty. In the partial significance test of the Brand Equity variable, the t value (2.304) > t table (1.982) with a regression coefficient of 0.393 can be concluded that part there is a positive and significant influence between Brand Equity on Customer Loyalty. The simultaneous significance test (F test) obtained a comparison of the calculated F value (95.543) which is greater than the F table (F (0.05.2/100) = 3.067. Thus, it can be concluded that there is a significant and simultaneous influence between Relationship Marketing and Brand Equity variables on the Customer Loyalty variable.

Item Type: Article
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
300 - SOCIAL SCIENCE > 332.17 - BANKING SERVICES
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH
Divisions: Lecturer
Depositing User: Herwin Ardianto
Date Deposited: 27 May 2022 07:21
Last Modified: 27 May 2022 07:43
URI: http://eprints.perbanas.ac.id/id/eprint/9096

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