PENGARUH RELATIONSHIP MARKETING DAN FASILITAS TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (Studi Kasus PT. BNI 46, Pariaman)

Abstract

This study aims to analyze the relationship between Relationship Marketing and Facilities on customer loyalty through customer satisfaction as an intervening variable (case study of PT. BNI 46, Pariaman). The population in this study are customers who save PT. BNI 46, Pariaman. In this study using primary data. The sampling technique is non-probability sampling method. The sample used in this study were 80 respondents. Data processing in this study using SmartPLS 3.0. The results of this study indicate that 1) Relationship Marketing has a positive effect on customer satisfaction. 2) Relationship Marketing has no effect on customer loyalty. 3) customer satisfaction has a positive effect on customer loyalty. 4) facilities have a positive effect on customer satisfaction. 5) Facilities have no effect on customer loyalty. 6) customer satisfaction as a mediator between relationship marketing and customer loyalty. 7) customer satisfaction as a mediator between facilities and customer loyalty. The highest T-statistical value of 5.137 and the lowest P value of 0.000 of the 4 variables.