Pengaruh Komunikasi Pemasaran, Kepercayaan dan Penanganan Keluhan Terhadap Loyalitas Nasabah Tabungan di PT BPR Syariah Mitra Mentari Sejahtera Ponorogo
Abstract views: 1561
,
PDF downloads: 1865
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.
References
Aprisia, Gies & Riri Mayliza. (2017). Pengaruh Citra Perusahaan (Corporate Image) dan Penanganan Keluhan (Complaint handling)terhadap Loyalitas Pelanggan (Loyalty) Natasha Skin Care di Kota Padang. Retrieved from https://www.researchgate.net/publication/331651998.
Arancibia, Carvajal Sara, et al. (2011). The impact of personalization and complaint handling on customer loyalty. African Journal of Business Management, 5(34), pp.13187-13196, 28.
Santos, C. P, & Fernandez, D. V. H. (2008). Antecedents and Consequences of Consumer Trust in The Context of Service Recovery. BAR (Brazilian Administration Review) 5(3), 225-244.
Dwiastutik, Rini et al. (2012). Ilmu Perilaku Konsumen. Malang: Unbraw Press.
Dwyer, F. Robert, Paul , H. Schurr, & Sejo Oh. (1987). Developing Buyer-Seller Relationships, Journal of Marketing, 51(2), 11-27.
E., Garbarino & Mark S. Johnson. (1999). The Different Roles of Satisfaction, Trust and Commitment In Customer Relationship, Journal of Marketing, 62(2).
Fahmi, Moh. (2014). Hubungan Gaya Kepemimipinan Transformasional dengan Loyalitas Karyawan, (Skripsi Universitas Islam Negeri Sunan Ampel Surabaya). Retrieved from http://digilib.uinsby.ac.id/394/3/Bab%202.
Fauzi, Ihsan. (2008). Cara Mudah Belajar Pemasaran. Surakarta: PT Era Intermedia.
Hanninen, Nora, & Heikki Karjaluoto. (2017). The Effect of Marketing Communication on Business relationship loyalty. Marketing Intelligence & Planning, 35(4).
Hidayat, Rahmat, Sabarudin A., & Machmud. (2015). Effects of Service Quality, Customer Trust and Customer Religious Commitment on Customer Satisfaction and Loyalty of Islamic Banks in East Java. Al-Iqtishad, VII(2).
Kasmir. (2005). Pemasaran Bank. Jakarta: Kencana.
Kotler, Philip & Kevin L. Keller. (2009). Manajemen Pemasaran, Edisi Ketiga belas, Jilid 2. Jakarta: Erlangga.
Kotler, Philip & Kevin L. Keller. (2016). Marketing Management, Edition 15. Pearson.
Kotler, Philip & Kevin Lane Keller. (2007). Manajemen Pemasaran, Edisi 12 Jilid 2. Jakarta: PT Macanan Jaya Cemerlang.
Limakrisna, Nandan. (2008). Pengaruh Komunikasi Pemasaran dan Kerelasian Nasabah Terhadap Loyalitas Nasabah. Jurnal Ekonomi Bisnis, 13(1).
Magdalena, Maria, Lidya Martha, & Ingat Budi B.K.Z. (2018). Pengaruh Komunikasi Pemasaran dan Kerelasian Nasabah Terhadap Loyalitas Nasabah di PT. Bank Nagari Cabang Pasar Raya Kota Padang. Jurnal Pundi, 2(3).
Malau, Harman. (2017). Manajemen Pemasaran; Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global. Bandung: ALFABETA.
Ningtyas, Fitri & Basuki Rachmad. (2011). Pengaruh Kepercayaan, Komitmen, Komunikasi Penanganan Masalah dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Bank Muamalat Di Surabaya. Journal of Business and Banking, 1(1), 51-60.
Oluwafemi, Olaolu Joseph & Sulaimon Olanrewaju Adebiyi. (2018). Customer Loyalty and Integrated Marketing Communications Firms in Lagos Metropolis, Nigeria. Journal of Competitiveness, 10 (3),101-118.
Opoku, E., Regina A. Gyimah & Lipsey A. Kwapong. (2014). The Effect of The Marketing Communication Mix on Customer Loyalty In The Banking Sector In Ghana. International Journal of Sales & Marketing Management Research and Development (IJSMMRD), 4(5), 15-24.
Priyatno, Duwi. (2010). SPSS Analisis Statistik Data Lebih Cepat, Efisien, dan Akurat. Yogyakarta: Gava Media.
Rosda, Auliya Yumi. (2015). Analisis Pengaruh Kepercayaan, Komunikasi, Komitmen, Dan Penanganan Keluhan Terhadap Loyalitas Nsabah Di PT. Bank Negara Indonesia Syariah Kantor Cabang Sudirman Pekanbaru, (Skripsi Universitas Islam Negeri Sultan Syarif Kasim Riau, Retrieved from https://www.google.com/search?q=skripsi+auliya+yumi+r&oq=skripsi+auliya&aqs=chrome.0.35i39j69i57.8159j0j15&sourceid=chrome&ie=UTF-8.
Rothenberger, Sandra, Dhruv Gewal, & Gopalkrishnan R.iyer. (2008). Understanding the Role of Complaint Handling on Consumner Loyalty in Service Relationships. Journal of Relationship Marketing , 7(4).
Salim, A., et al. (2018). Focusing on Complaints Handlingfor Customer Satisfaction and Loyalty: The Case of Indonesian Public Banking. European Research Studies Journal, XXI(3).
Sangadji , Etta Mamang & Sopiah. (2013). Perilaku Konsumen. Yogyakarta: CV Andi.
Santoso, Edi & Riawan. (2017). Strategi Pemasaran Produk Bank Pembiayaan Rakyat Syariah (BPRS). Jurnal Ilmiah Ekonomi Islam, 3(3).
Senguo, et al. (2017). Marketing Communication Based on Customer Satisfaction and Loyalty: Zantel Tanzania. International Journal of Innovation, Management and Technology, 8(4).
Sintya, Dwi Eva. (2020). Analisis Bauran Pemasaran dalam menarik minat nasabah pembiayaan musyarakah di BPRS Mitra Mentari Sejahtera Ponorogo. (Skripsi, Institue Agama Islam Negeri Ponorogo.
Siswanto & Agus Sucipto. (2008). Teori dan Perilaku Organisasi. Malang: UIN Malang Press.
Sugiyono. (2010). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Supit, Juan Soleman, Silvya L. Mandey, & Silcyljeova Moniharapon. (2015). Pengaruh Kepercayaan, Komitmen, Komunikasi, dan Penanganan Keluhan Terhadap Loyalitas Pelanggan Otomoto Manado. Jurnal EMBA, 3(2), 192-204.
Supriaddin, N., et al. (2015). The Effect Of Complaint Handling Towards Customers Satisfaction, Trust And Loyalty To Bank Rakyat Indonesia (BRI) Southeast Sulawesi. The International Journal of Engineering and Science, 4(6), 2.
Tabrani, et al. (2018). Trust, Commitment, Customer Intimacy, and Customer Loyalty in Islamic Banking Relationships. International Journal of Bank Marketing, 36(5), pp.823-848.
Undang-Undang Republik Indonesia Nomor 10 Tahun 1998 Tentang Perbankan.
Undang-Undang Republik Indonesia nomor 21 tahun 2008 tentang Perbankan Syariah.
Upamanyu, at al. (2015). The Effect of Customer Trust on Customer Loyalty and Repurchase Intention: The Moderating Influence of Perceived CSR. International Journal of Research in IT, Management and Engineering, 5(4).
Usman , Rachmadi. (2000). Aspek-aspek Hukum Perbankan Islam di Indonesia. Bandung: Citra Aditya Bakti.
Yuniarti, Vinna Sri. (2015). Perilaku Konsumen Teori dan Praktik. Bandung: Pustaka Setia.
Copyright (c) 2021 Annas Thohir Syamsudin, Wirawan Fadly
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Etihad: Journal of Islamic Banking and Finance allow the author(s) to hold the copyright without restrictions and allow the author(s) to retain publishing rights without restrictions, also the owner of the commercial rights to the article is the author.