PERANAN RELATIONSHIP MARKETING DAN CUSTOME R VALUE TERHADAP LOYALITAS NASABAH PADA PT. BANK SUMUT CABANG BINJAI

Abstract

ABSTRACT
Customer loyalty is the key to success of a company. The more loyal customers, the greater the profits to be gained by the company. Customer loyalty can be influenced by various factors including Relationship Marketing and Customer Value. This study aims to determine whether Relationship Marketing and Customer Value has a significant influence on Customer Loyalty at PT. Bank of North Sumatra Binjai Branch. The independent variable used in this study is Relationship Marketing and Custom Value Value, both partially and simultaneously influencing the customer Loans of PT. Bank of North Sumatra Binjai Branch. The population used in this study is the customers of PT. Bank of North Sumatra Binjai Branch. The samples in this study were 75 customers. Data collection techniques are questionnaires and interviews. The data uses Classic Assumption Test methods, Multiple Linear Regression, t Test (Partial Test), Test f (Simultaneous Test), and the coefficient of Determination. Based on the results of individual testing of Relationship Marketing to Customer Loyalty, the value of t arithmetic is 2.186, when compared with the value of t table, 2.186> 1.66 is generated, it can be concluded that Relationship Marketing affects Customer Loyalty. Based on the results of individual testing Customer Value affects customer loyalty obtained t count of 2.037, when compared with the value of t table, resulting in 2.037> 1.66, it can be concluded that Customer value influences Customer Loyalty. Based on the results of the simultaneous F test is 5.432, when compared to the value of F arithmetic with F tables, resulting in 5.432> 2.38, so it is concluded that the independent variable Relationship Marketing and Customers Value simultaneously ((together) affects the Customer Loyalty at PT Bank of North Sumatra Binjai Branch.
Keywords: Relationship Marketing, Customer value, Customer Loyalty