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 > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.12 - BANKS & BANKING 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.17 - BANKING SERVICES 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 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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