PENGARUH PEMASARAN RELASIONAL DAN NILAI PELANGGAN TERHADAP RETENSI PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi Kasus PT Jaminan Pembiayaan Askrindo Syariah)
| Main Author: | Gumilang, Inda |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Politeknik Piksi Input Serang
, 2018
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| Subjects: | |
| Online Access: |
http://www.jurnal.piksiinputserang.ac.id/index.php/commerce/article/view/40 http://www.jurnal.piksiinputserang.ac.id/index.php/commerce/article/view/40/28 |
Daftar Isi:
- The purpose of this research is to find the influence of service quality and customervalue to purchase decision and effect on customer loyalty of axa mandiri insuranceproduct (case study at pt bank mandiri (persero), tbk pluit selatan area). Theresearch data collection use the questioner spread to respondents. The populationof this research is all customer of PT Bank Mandiri (Persero), Tbk Pluit SelatanArea, Jakarta Utara. The sampling method collection used in this research is nonprobability sampling, with collection technique is purposive sampling. Totalsample of this research is 300 respondences. Calibration instrument to verifyvalidity and reliability of each item. For each statement calculated with coefisienproduct moment, and reliability calculated with coefisien alpha cronbach. Theanalysis used in this research is Structural Equation Modelling (SEM) analysistechnique. The results of this research show that service quality have impact topurchase decision, and customer value have impact to purchase decision. Theconclusion is customer value have higher value impact to purchase decision thanservice quality. Service quality have impact to customer loyalty, and customervalue have impact to customer loyalty. The conclusion is customer value havehigher value impact to customer loyalty than service quality. Purchase decisionhave impact to customer loyalty. As a whole viewed, which has the most impact oncustomer loyalty is the purchase decision. Based on this result of research, toincrease the customer loyalty need good service quality and positive customervalue so that improve purchase decision and increase customer loyalty.