Pengaruh Relationship Marketing terhadap Customer Retention di Bank BNI Kantor Cabang Jakarta Kota

Abstract

This study aims to determine the effect of Relationship Marketing to Customer Retention at Bank BNI Branch Office Jakarta City. The population of this study is all customers of Bank BNI KC. JAKARTA CITY during the study period. The sample of this study amounted to 57 customers taken using incidental sampling technique. This research used associative quantitative research method. After the data have the same characteristics and normal distribution based on the normality and homogeneity test, followed by analysis of variance (ANAVA). Based on the result of linear regression calculation obtained Ŷ = 34,57 + 0,73 (x) and result of calculation of ANAVA got Fhitung <Ftabel that is -2286,165 <4,04. Hypothesis testing is done by calculating Pearson Product Moment correlation and in can r_xy = 0,734, it shows influence of Relationship Marketing to Customer Retention at Bank BNI KC. Jakarta City is Strong in accordance with the interpretation criteria in Table Interpretation of Correlation Coefficients. Therefore, the results of this study can be concluded that there is influence between Relationship Marketing Against Customer Retention at Bank BNI Branch Office Jakarta Kota.

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh Relationship Marketing terhadap Customer Retention di Bank BNI Kantor Cabang Jakarta Kota. Populasi penelitian ini adalah seluruh pelanggan Bank BNI Kantor Cabang Jakarta Kota selama periode penelitian. Sampel penelitian ini berjumlah 57 pelanggan yang diambil menggunakan teknik sampling insidental. Penelitian ini menggunakan metode penelitian kuantitatif asosiatif. Setelah data berkarakteristik sama dan berdistribusi normal berdasarkan uji normalitas dan homogenitas, dilanjutkan dengan analisis varians (ANAVA). Berdasarkan hasil perhitungan regresi linear diperoleh Ŷ = 34,57 + 0,73(x) dan hasil perhitungan ANAVA didapat F_hitung< F_tabel yakni -2286,165 < 4,04. Pengujian hipotesis dilakukan dengan menghitung korelasi Pearson Product Moment dan di dapat , hal ini menunjukkan pengaruh Relationship Marketing terhadap Customer Retention di Bank BNI KC. Jakarta Kota adalah Kuat sesuai dengan kriteria interpretasi pada Tabel Interpretasi Koefisien Korelasi. Oleh karena itu, hasil penelitian ini dapat disimpulkan bahwa terdapat pengaruh antara Relationship Marketing terhadap Customer Retention di Bank BNI Kantor Cabang Jakarta Kota.

Kata Kunci : Relationship Marketing, Customer Retention, Pelanggan