PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING ( STUDI EMPIRIS PADA BMT BINA UMAT SEJAHTERA LASEM )

Abstract

The purpose of this study was to determine the effect of financial bonds, social and structural directly and indirectly on customer loyalty as well as determine the effect of satisfaction on customer loyalty.The population in this study were all customers of BMT Bina Umat Sejahtera Lasem .The Accidental samplingis using sampling techniques. Sample was calculated using the formula that was obtained Slovin 100 respondents.Method of data collection is done by questionnaires and documentation. This method of data analysis study using path analysis with 5 % significant.The results showed that the partial financial ties& structural ties have  significant direct effect to loyalty because the level significant less than 0.05. and social ties is not positive effect directly on customer loyalty. And satisfaction has  a positive effect directly on customer loyalty with significant less than 0.05. By Simultan the financial ties, social ties, and structural have positive effect directly on customer loyalty with satisfication as intervening .Conclusions  from  this research is that if the financial bonding, social and applied structural together  increases, customer loyalty will increase.

Keywords: Relationship Marketing, Satisfaction, Loyalty.