PENGARUH RETENSI PELANGGAN, NILAI NASABAH, HUBUNGAN PEMASARAN TERHADAP KEPUASAN DAN DAMPAKNYA PADA LOYALITAS NASABAH (Studi pada Nasabah Bank Mandiri Cabang Pemuda Kota Semarang)

Abstract

The purpose of this study was to analyze the effect of customer retention, customer value, relationship marketing on customer satisfaction and to analyze the effect of customer retention, customer value, customer satisfaction relationship marketing on customer loyalty. This research uses seven hypotheses. The population in this study are customers of Bank Mandiri Branch Pemuda Semarang. The sample in this study as many as 100 people. The sampling technique used purposive sampling. The criteria for the samples in this study are customers of Bank Mandiri Branch Pemuda Semarang active transactions for at least 3 times over the past 3 months. The analysis tool used is multiple linear regression. The results of the analysis can be concluded that: Customer Retention positive effect on customer satisfaction. Customer value positive effect on customer satisfaction. Relationship marketing positive effect on customer satisfaction. Customer satisfaction has positive effect on customer loyalty. Keywords: customer retention, customer value, relationship marketing, customer satisfaction and customer loyalty