Pengaruh Komunikasi Pemasaran, Kepercayaan dan Penanganan Keluhan Terhadap Loyalitas Nasabah Tabungan di PT BPR Syariah Mitra Mentari Sejahtera Ponorogo

Annas Thohir Syamsudin, Wirawan Fadly

Abstract


This study aims: to analyze the effect of marketing communication, trust, and complaint handling on customer loyalty at PT. BPR Syariah Mitra Mentari Sejahtera Ponorogo, either partially or simultaneously. The research was conducted using quantitative methods, as well as a causal relationship research design. The research data is primary data which is collected through a questionnaire in the form of google form, as well as secondary data which is collected using documentation techniques. The sample was taken by random sampling, while the calculation technique used the Slovin formula in order to obtain a sample of 350. However, only 130 respondents were willing to fill out the questionnaire. Data analysis technique uses multiple regression analysis. The research results prove there is an effect of marketing communication on customer loyalty at PT. BPR Syariah Mitra Mentari Sejahtera and communication are the dominant factors. There is an effect of trust on the loyalty of savings customers at PT. BPR Syariah Mitra Mentari Sejahtera. There is a negative effect of handling complaints on customer loyalty at PT. BPR Syariah Mitra Mentari Sejahtera.

Penelitian bertujuan menganalisis pengaruh komunikasi pemasaran, kepercayaan, serta pengaruh penanganan keluhan terhadap loyalitas nasabah tabungan di PT. BPR Syariah Mitra Mentari Sejahtera Ponorogo, baik secara parsial maupun simultan. Penelitian dilaksanakan dengan metode kuantitatif, serta desain penelitian hubungan kausal. Data penelitian adalah data primer yang dikumpulkan melalui kuesioner berbentuk google formulir, serta data sekunder yang dikumpulkan dengan teknik dokumentasi. Pengambilan sampel dengan random sampel, sedangkan teknik penghitungannya menggunakan rumus Slovin sehingga diperoleh sampel sebanyak 350. Namun hanya 130 responden yang bersedia mengisi kuesioner. Teknik analisis data menggunakan analisis regresi berganda. Hasil penelitian membuktikan bahwa terdapat pengaruh komunikasi pemasaran terhadap loyalitas nasabah tabungan di PT. BPR Syariah Mitra Mentari Sejahtera dan komunikasi merupakan faktor yang paling dominan. Terdapat pengaruh kepercayaan terhadap loyalitas nasabah tabungan di PT. BPR Syariah Mitra Mentari Sejahtera. Terdapat pengaruh negatif penanganan keluhan terhadap loyalitas nasabah tabungan di PT. BPR Syariah Mitra Mentari Sejahtera.

 


Keywords


marketing communication; trust; complaint handling; customer loyalty

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