Kuswati, Rini and Waluyo, Agus
(2012)
RELATIONSHIP MARKETING DAN CUSTOMER RETENTION ORIENTATION
PADA PERBANKAN SYARIAH.
SEMINAR NASIONAL DAN CALL FOR PAPERS .
ISSN 978-979-3649-65-8
Abstract
The purpose of this study was to determine the effect of relationship marketing to the
customer retention orientation. Relationship marketing consist of several atribute, there are
belonging, communication, customization, differentiation, personalization, rewarding,
security and convenience. The samples are taken Islamic bank branches in Solo: PT. Bank
Muamalat Indonesia (BMI sharia). This research applies the quantitative approach, by
means of the surveys to take samples from the population, and questionaries to collect the
principal data. Number of samples is 100 customer of PT. BMI syaria Solo determined by
2
Slovin’s formula with purposive sampling method and convenience sampling to each
population. Multiple regression analysis is used to analyse the effect between variables.
Measurement test in this research by validity and reliability test using Confrimatory Factor
Analylisis (CFA) and Cronbach Alpha test. The result of the CFA test and Cronbach Alpha
test is all items valid and all variables reliable. Based on the results obtained by the F test
analysis Farithmetic of 17,765>2,09 with probability of 0,000<0,05 then Ho rejection means
accepting Ha, This means that relationship marketing consist of belonging, communication,
customization, differentiation, personalization, rewarding, security and convenience are
equally significant effect on customer retention orientation customer of PT. BMI syaria Solo
with determination coeficients or R2 of 0,575. This means that variations in the changes
customer retention orientation customer of PT. BMI syaria Solo 57,5% can be explained by
changes in relationship marketing consist of belonging, communication, customization,
differentiation, personalization, rewarding, security and convenience. While the remaining
42,5% explained by other factors that are not part of the observed variables.
Actions (login required)
 |
View Item |
