HUBUNGAN ANTARA PEMASARAN RELASIONAL (RELATIONSHIP MARKETING) DENGAN LOYALITAS PELANGGAN BANK BM 46 (PERSERO) PADA MAHASISWA PRODI SI MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

Bangun, Desi Rahmadani (2012) HUBUNGAN ANTARA PEMASARAN RELASIONAL (RELATIONSHIP MARKETING) DENGAN LOYALITAS PELANGGAN BANK BM 46 (PERSERO) PADA MAHASISWA PRODI SI MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

DESI RAHMADANI BANGUN, Relationship Between Relational Marketing (Relationship Marketing) and Customer Loyalty Bank BM 46 Capem UNJ on Sl Prodi Student Management Faculty ofEconomics, State University ofJakarta. Thesis, Jakarta. Tata Commerce Education Studies Program, Department of Economics and Administration, Faculty ofEconomics, State University ofJakarta, in June 2012. The research was conducted in Sl Prodi Management Faculty of Economics, State University of Jakarta, for four months from March 2012 until June 2012. The method used is survey method with the correlational approach. The population in this study were students ofDepartment ofManagement State University of Jakarta. Possible population is Study Program Scholar Management Faculty of Economics, State University of Jakarta, amounting to 45 people. The sampling technique used was simple random technique as many as 40 people. To capture data from the two variables used Likert scale questionnaire models for relational marketing (Variable X) and loyalty (variable Y). Before the instrument is used tested the validity for both variables. For variable X, from 35 items validated statement after statement that there is a 1 point drop, while meeting the criteria or a valid statement consists of 34 items. For variable Y, of the 30 items validated statement after statement that there are 4 items drop, while meeting the criteria comprising 26 items or valid statement. Calculation of reliability of both variables using Cronbach Alpha formula. The results ofthe reliability ofthe variable X at 15.58 and the reliability of the variable Y of13.67. These results prove that the instrument is reliable. Test requirements analysis is the normality test error of estimated regression Y on X to produce L liliefors test count — 0.1143, while the L table for n 58 at 0.05 significant level is 0.14009. Because the count L <L Y table then error estimatesfor X are normally distributed The resulting regression equation is Y — 26.70 + 0.57 X Of regression test produces F count> F table, which is 56.55> 4.10, meaning that the regression equation is significant. Testing linearity of regression produces F calculated <F table is 1.21 <2.24, so it was concluded that the linear equation regreasi. Correlation coefficient of Pearson Product Momenrgenerating rxy 0.777, keberartian test is then performed using the correlation coefficient and t testproduced a TTable, tcount 7.599 and 1.68. It can be concluded that the correlation coefficient rxy 0.777 is significant. The coefficient ofdetermination obtained by 60.31% to 60.31% of the variation suggests that customer loyalty is determined by the relationship marketing.

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