PENGARUH KUALITAS PELAYANAN, MARKETING, DAN RELATIONSHIP CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS NASABAH BANK BRI (STUDI KASUS CABANG BANK BRI UNIT PINANG RANTI)

PUTRA, ANDRIANTO PRATAMA (2022) PENGARUH KUALITAS PELAYANAN, MARKETING, DAN RELATIONSHIP CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS NASABAH BANK BRI (STUDI KASUS CABANG BANK BRI UNIT PINANG RANTI). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis Relationship Marketing dan pengaruh dari Kualitas Pelayanan, Corporate Social Responsibility Bank BRI. Pada Terhadap Loyalitas Nasabah Cabang Pinang Ranti. Yang dihitung menggunakan rumus dengan jumlah sampel yang dibulatkan menjadi 100 . Metode p Djarwanto engumpulan data dalam penelitian ini menggunakan metode survey dan instrumen dalam penelitian ini adalah kuisioner. Penelitian ini menggunakan metode survey untuk melihat pengaruh kualitas pelayanan, relationship marketing dan corporate social responsibili ty terhadap loyalitas nasabah. Versi 26. bersama Metode Analisis data menggunakan Bedasarkan hasil Statistical Product and Service Solution analisis ditemukan bahwa terdapat positif dan siginfikan secara sama antara kualitas pelayanan (X1), corporate social responsibilty relationship marketing (X2) dan (X3) terhadap loyalitas nasabah (Y). Hal tersebut dapat dikatakan karena nilai Fhitung>Ftabel yaitu 104.669 > 3.09 . Hasil uji T variabel kualitas pelayanan sebesar 6.799 > dan 1.984, variabel corporate social responsibilty relat ionship marketing sebesar 2.495> sebesar 4.440>1.984 1.984. Hasil uji koefisien determinasi sebesar 0,766 yang berarti 76% variabel kualitas pelayanan, r elationship marketing corporate social responsibil i ty sedangkan s dan isanya sebesar 24 % dipengaruhi oleh variabel yang tidak diteliti. Kata Kunci : Kualitas Pelayanan, Responsibilty Relationship Marketing dan Corporate Social ABSTRACT This study aims to analyze the effect of Service Quality, Relationship Marketing and Corporate Social Responsibility on BRI Bank Customer Loyalty. At the Pinang Ranti Branch. Which is calculated using the Djarwanto formula with the number of samples rounde d up to 100. The method of data collection in this study used a survey method and the instrument in this study was a questionnaire. This study uses a survey method to see the effect of service quality, relationship marketing and corporate social responsibi lity on customer loyalty. Method of data analysis using Statistical Product and Service Solution Version 26. Based on the results of the analysis it was found that there is a positive and significant correlation between service quality (X1), relationship m arketing (X2) and corporate social responsibility (X3) to customer loyalty (Y) . This can be said because the value of Fcount>Ftable is 104,669 > 3.09. The results of the Tvariables were 6799 > 1,984, relationship marketing variab test for service quality les were 4.440 > 1,984 and corporate social responsibility was 2.495 > 1,984. The results of the coefficient of determination test are 0.766, which means 76% of the variables of service quality, relationship marketing and corporate social responsibility, w hile the remaining 24% are influenced by variables not examined. Keywords : Service Quality, Relationship Marketing and Corporate Social Responsibilty

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