The Influence of Relationship Marketing on Loyalty with Mediation of Customer Trust at PT. Bank Rakyat Indonesia (Persero) Tbk Krian Branch Office
DOI:
https://doi.org/10.38035/dijefa.v4i2.1737Keywords:
Relationship Marketing, Customer Trust, Customer LoyaltyAbstract
The banking industry currently needs to have the right strategy to grow and retain customers so they can continue to use the banking services provided. This is because competition in the banking industry in the digitalization era is getting tighter and more competitive. Loyalty to customers is one of the main considerations for advancing the core business of the banking industry. because loyal customers will always continue to use the services that the bank will provide, so it is very important for businesses to encourage customers to continue to support them. The potential to increase loyal customers is by paying attention to Relationship Marketing which in the study in the study identified trust as a mediating variable. This research approach uses a quantitative approach, using 110 respondents who meet the requirements. Data analysis technique using Partial Least Square (PLS) Structural Equation Modeling (SEM) analysis, the hypothesis in this study is Allegedly there is an influence of Relationship Marketing which has a significant effect on Customer Loyalty, Allegedly Relationship Marketing has a Significant effect on Trust, Allegedly Trust has a Significant effect on Customer Loyalty, it is suspected that Relationship Marketing has a significant effect on Loyalty through Trust mediation. Based on the analysis results show that all hypotheses in this study can be accepted. Therefore, this may be a strategy that can provide an advantage for future businesses in the area. The company's management should acknowledge the results of the analysis in this paper. Based on the results of the analysis, relationship marketing, whether carried out slowly or quickly with a focus on customer loyalty or through the use of trust-building media, will provide significant benefits. As a result, the more management understands relationship marketing and customer loyalty, the more favorable situation for customer loyalty at BRI Krian Branch Offices.
References
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Bilhaq, A. M., & Putri, Y. R. (2022). Analisis Implementasi Strategi Marketing Public Relation Bank Syariah Indonesia Dalam Mempertahankan Loyalitas Pelanggan. eProceedings of Management, 9(2).
Brady, Michael K. and J. Joseph Cronin, (2001). Some Though on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing Vol. 65,34-49.
Chan, S. (2003). Relationship marketing: inovasi pemasaran yang membuat pelanggan bertekuk lutut. Gramedia Pustaka Utama.
Cronin, J. Joseph and Steven A. Taylor. (2002). Measuring Service Quality: A Reexamination and Extension. Journal Of Marketing Vol.56 (July): 55-68.
Djatmiko, B. (2013). Pengaruh Customer Relationship Marketing terhadap Loyalitas Nasabah. Jurnal Study and Management Research, 10(3), 31-42.
Ghozali, Imam, & Latan, Hengky. 2015. Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang
Griffin, R. W., & Pustay, M. W. (2015). International Business: A Managerial Perspective. Pearson Education.
Hair, J.F., Sarstedt, M., Ringle, C.M., and Mena, J.A., (2012), An assessment of the use of partial least squares structural equation modeling in marketing research, Journal of The Academic Marketing Science, pp. 414- 433.
Handayani, Y., Tyas, A. A. W. P., & Ummanah, U. (2022). How E-Service Quality And E-Trust Affect Reuse Decision on Aplikasi PrivyID. MBIA, 21(1), 18-30.
Herdian, G., & Widyastuti, W. (2013). Pengaruh Relationship Marketing terhadap Loyalitas Pelanggan pada Nasabah Bank BTPN KCP Sepanjang. BISMA (Bisnis dan Manajemen), 6(1), 67-76.
Indrayani, L. R. (2017). Pengaruh Customer Relationship Marketing Terhadap Kepercayaan Dan Loyalitas Pelanggan Pada Salon Elnia Semarang (Doctoral Dissertation, Fakultas Ekonomi Unissula).
Indriantoro dan Supomo, (2014), Metodologi Penelitian Bisnis Untuk Akutansi dan Manajemen, Fakultas Ekonomika Dan Bisnis Ugm, Yogyakarta.
Ishak, A., & Luthfi, Z. (2011). Pengaruh kepuasan dan kepercayaan konsumen terhadap loyalitas: Studi tentang peran mediasi switching costs. Jurnal siasat bisnis, 15(1).
Kandou, H. A., KALANGI, J. A., & Rogahang, J. J. (2017). Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah di PT. Bank Mandiri Kc. Dotulolong Lasut Manado. Jurnal Administrasi Bisnis (JAB).
Karbe, V. N. (2022). Pengaruh Relationship Marketing Terhadap Loyalitas Konsumen Pusat Keugaran Di Kota Palembang (Doctoral dissertation, Universitas Katolik Musi Charitas Palembang).
Kotler dan Keller. (2017). Manajemen Pemasaran, Edisi 12, Jilid 1, PT.Indeks, Jakarta. In e – Jurnal Riset Manajemen.
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Nasution, I. H., & Frimayasa, A. (2022). Pengaruh Kualitas Produk, Kepercayaan dan Kualitas Pelayanan Terhadap Loyalitas Nasabah di PT. Bank Rakyat Indonesia KCP Kota Wisata Kabupaten Bogor. Jurnal Portofolio: Jurnal Manajemen dan Bisnis, 1(2), 123-132.
Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing intelligence & planning.
Ningrum, L. W. (2021). Pengaruh Corporate Image, Customer Relationship Marketing Dan Social Media Promotion Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening.
Paluwati, L., Bachri, S., & Ponirin, P. (2020). PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN DAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Pada PT. Federal International Finance cabang Palu). Katalogis, 6(5).
Prasetyo, B., Adil, M., Soelistya, D., & Rosyihuddin, M. (2022). The Importance of Product Quality, Price Perception and Service Quality in Achieving Customer Satisfaction. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(1).
Prihandini, F., & Hadi, A. S. P. (2021). Pengaruh Marketing Public Relations terhadap Loyalitas Pelanggan. Jurnal Riset Public Relations, 1(1), 57-70.
Putra, R. (2020). Pengaruh Relationship Marketing terhadap Kepercayaan Nasabah dan Loyalitas Nasabah dengan Kepuasan sebagai Variabel Intervening (Studi Kasus pada Bank Syariah KCP Magelang).
Putri, U. P. (2014). Pengaruh Relationship Marketing Terhadap Kepuasan Dan Loyalitas Nasabah (Studi pada Nasabah Bank Jatim Cabang Pasuruan). Jurnal Administrasi Bisnis (JAB), 15(2).
Rahmawati, N. Y. (2016). Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah Pada PT. Bank Negara Indonesia (Persero) Tbk. Cabang Malang. Jurnal Fakultas Ekonomi dan Bisnis.
Rosyihuddin, M. (2020). Kualitas Produk, Harga Terhadap Loyalitas Dan Kepuasan Konsumen Sebagai Variabel Intervening Pengguna Tokopedia Di Kabupaten Gresik. JURNAL MANAJERIAL, 7(01), 19-36.
Saputra, M. H., & Ariningsih, E. P. (2014). Masa Depan Penerapan Strategi Relationship Marketing Pada Industri Jasa Perbankan. SEGMEN: Jurnal Manajemen dan Bisnis, 10(1).
Sefesiyani, A., DH, A. F., & Arifin, Z. (2015). Pengaruh relationship marketing (pemasaran relasional) terhadap kepuasan nasabah serta dampaknya pada loyalitas nasabah (Survei pada nasabah tabungan Bank Central Asia kantor cabang pembantu Dinoyo Kota Malang). Brawijaya University.
Semuel, H. (2012). Customer relationship marketing pengaruhnya terhadap kepercayaan dan loyalitas perbankan nasional. Jurnal Manajemen Pemasaran, 7(1), 33-41.
Shammout, A.B., et al. (2007). Relational Bonds and Loyalty: The Bonds that Tie. Dalam Conference Proceedings of the Australian and New Zealand Marketing Academy Conference (AZMAC). New Zealand: Otago University.
Sivesan, S. (2012). Impact of relationship marketing on customer loyalty on banking sectors. South Asian Journal of Marketing & Management Research, 2(3), 179-181.
Soegoto, H. (2011). Pengaruh Nilai dan Kepercayaan Terhadap Loyalitas Nasabah Prioritas. Majalah Ilmiah UNIKOM.
Soelistiawan, H., Lukitaningsih, A., & Wiyono, G. (2021). Analisis Peran Citra Perusahaan dan “Relationship Marketing” Terhadap Loyalitas Pelanggan Berbasis Kepercayaan Pelanggan pada PT. Dian Cipta Perkasa Jakarta. Jurnal Bisnis dan Manajemen, 8(1), 188-196.
Sugiyono, (2015), Metode Penelitian Kuantitatif Kualitatif Dan Rrd, Alfabeta, Bandung.
Supertini, N. P. S., Telagawati, N. L. W. S., & Yulianthini, N. N. (2020). Pengaruh kepercayaan dan kepuasan pelanggan terhadap loyalitas pelanggan pada Pusaka Kebaya di Singaraja. Prospek: Jurnal Manajemen dan Bisnis, 2(1), 61-73.
Syaiful, M., & Khuzaini, K. (2015). Pengaruh Relationship Marketing, Komitmen dan Kepercayaan Terhadap Loyalitas Pelanggan AUTO 2000 SUNGKONO. Jurnal Ilmu dan Riset Manajemen (JIRM), 4(12).
Synathra, V. (2018). Pengaruh Relationship Marketing Terhadap Kepuasan Nasabah Dan Dampaknya Pada Loyalitas Nasabah (Survei Pada Nasabah Tabungan Bank Central Asia Kantor Kas Sawojajar Kota Malang) (Doctoral dissertation, Universitas Brawijaya).
Taleghani, M., Gilaninia, S., & Mousavian, S. J. (2011). The role of relationship marketing in customer orientation process in the banking industry with focus on loyalty (Case study: Banking industry of Iran). International journal of business and social science, 2(19).
Tjiptono, Fandy, (2014), Pemasaran Jasa Prinsip Penerapan Dan Penelitian, Andi Offset, Yogyakarta.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application (JITTA), 11(2), 2.
Utami, M., Handayani, T., & Pusporini, P. (2019). Pengaruh kualitas layanan dan kepercayaan nasabah terhadap loyalitas nasabah. In Proceeding of Conference on Islamic Management, Accounting, and Economics (pp. 170-178).
Wibisono, I. (2019). Pengaruh Customer Relationship Marketing Terhadap Loyalitas Nasabah Dengan Kepuasan Nasabah Sebagai Variabel Intervening (Studi Kasus pada Bank Syariah Mandiri KCP Temanggung) (Doctoral dissertation, IAIN SALATIGA).
Wijaya, G. S. (2016). Pengaruh Relationship Marketing Terhadap Loyalitas Debitur Melalui Kepercayaan Dan Komitmen Relasional Pada PT Bank Negara Indonesia (Persero) Tbk. Kantor Cabang Singaraja. Jurnal Ekonomi dan Pariwisata, 10(2), 22-36.
Wijaya, H. (2015). Pengaruh Kualitas Pelayanan, Brand Image Dan Kepercayaan Pelanggaan Terhadap Loyalitas Pelanggan Pt Asuransi Artarindo (Doctoral Dissertation, Universitas Mercu Buana).
Arfianti, S. R. (2014). Pengaruh Citra dan Kepercayaan terhadap Loyalitas Nasabah melalui Kepuasan Nasabah. Management Analysis Journal, 3(2).
Bahrudin, M., & Zuhro, S. (2016). Pengaruh kepercayaan dan kepuasan pelanggan terhadap loyalitas pelanggan. BISNIS: Jurnal Bisnis dan Manajemen Islam, 3(1), 1-17.
Bilhaq, A. M., & Putri, Y. R. (2022). Analisis Implementasi Strategi Marketing Public Relation Bank Syariah Indonesia Dalam Mempertahankan Loyalitas Pelanggan. eProceedings of Management, 9(2).
Brady, Michael K. and J. Joseph Cronin, (2001). Some Though on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing Vol. 65,34-49.
Chan, S. (2003). Relationship marketing: inovasi pemasaran yang membuat pelanggan bertekuk lutut. Gramedia Pustaka Utama.
Cronin, J. Joseph and Steven A. Taylor. (2002). Measuring Service Quality: A Reexamination and Extension. Journal Of Marketing Vol.56 (July): 55-68.
Djatmiko, B. (2013). Pengaruh Customer Relationship Marketing terhadap Loyalitas Nasabah. Jurnal Study and Management Research, 10(3), 31-42.
Ghozali, Imam, & Latan, Hengky. 2015. Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang
Griffin, R. W., & Pustay, M. W. (2015). International Business: A Managerial Perspective. Pearson Education.
Hair, J.F., Sarstedt, M., Ringle, C.M., and Mena, J.A., (2012), An assessment of the use of partial least squares structural equation modeling in marketing research, Journal of The Academic Marketing Science, pp. 414- 433.
Handayani, Y., Tyas, A. A. W. P., & Ummanah, U. (2022). How E-Service Quality And E-Trust Affect Reuse Decision on Aplikasi PrivyID. MBIA, 21(1), 18-30.
Herdian, G., & Widyastuti, W. (2013). Pengaruh Relationship Marketing terhadap Loyalitas Pelanggan pada Nasabah Bank BTPN KCP Sepanjang. BISMA (Bisnis dan Manajemen), 6(1), 67-76.
Indrayani, L. R. (2017). Pengaruh Customer Relationship Marketing Terhadap Kepercayaan Dan Loyalitas Pelanggan Pada Salon Elnia Semarang (Doctoral Dissertation, Fakultas Ekonomi Unissula).
Indriantoro dan Supomo, (2014), Metodologi Penelitian Bisnis Untuk Akutansi dan Manajemen, Fakultas Ekonomika Dan Bisnis Ugm, Yogyakarta.
Ishak, A., & Luthfi, Z. (2011). Pengaruh kepuasan dan kepercayaan konsumen terhadap loyalitas: Studi tentang peran mediasi switching costs. Jurnal siasat bisnis, 15(1).
Kandou, H. A., KALANGI, J. A., & Rogahang, J. J. (2017). Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah di PT. Bank Mandiri Kc. Dotulolong Lasut Manado. Jurnal Administrasi Bisnis (JAB).
Karbe, V. N. (2022). Pengaruh Relationship Marketing Terhadap Loyalitas Konsumen Pusat Keugaran Di Kota Palembang (Doctoral dissertation, Universitas Katolik Musi Charitas Palembang).
Kotler dan Keller. (2017). Manajemen Pemasaran, Edisi 12, Jilid 1, PT.Indeks, Jakarta. In e – Jurnal Riset Manajemen.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
Nasution, I. H., & Frimayasa, A. (2022). Pengaruh Kualitas Produk, Kepercayaan dan Kualitas Pelayanan Terhadap Loyalitas Nasabah di PT. Bank Rakyat Indonesia KCP Kota Wisata Kabupaten Bogor. Jurnal Portofolio: Jurnal Manajemen dan Bisnis, 1(2), 123-132.
Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing intelligence & planning.
Ningrum, L. W. (2021). Pengaruh Corporate Image, Customer Relationship Marketing Dan Social Media Promotion Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening.
Paluwati, L., Bachri, S., & Ponirin, P. (2020). PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN DAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Pada PT. Federal International Finance cabang Palu). Katalogis, 6(5).
Prasetyo, B., Adil, M., Soelistya, D., & Rosyihuddin, M. (2022). The Importance of Product Quality, Price Perception and Service Quality in Achieving Customer Satisfaction. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(1).
Prihandini, F., & Hadi, A. S. P. (2021). Pengaruh Marketing Public Relations terhadap Loyalitas Pelanggan. Jurnal Riset Public Relations, 1(1), 57-70.
Putra, R. (2020). Pengaruh Relationship Marketing terhadap Kepercayaan Nasabah dan Loyalitas Nasabah dengan Kepuasan sebagai Variabel Intervening (Studi Kasus pada Bank Syariah KCP Magelang).
Putri, U. P. (2014). Pengaruh Relationship Marketing Terhadap Kepuasan Dan Loyalitas Nasabah (Studi pada Nasabah Bank Jatim Cabang Pasuruan). Jurnal Administrasi Bisnis (JAB), 15(2).
Rahmawati, N. Y. (2016). Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah Pada PT. Bank Negara Indonesia (Persero) Tbk. Cabang Malang. Jurnal Fakultas Ekonomi dan Bisnis.
Rosyihuddin, M. (2020). Kualitas Produk, Harga Terhadap Loyalitas Dan Kepuasan Konsumen Sebagai Variabel Intervening Pengguna Tokopedia Di Kabupaten Gresik. JURNAL MANAJERIAL, 7(01), 19-36.
Saputra, M. H., & Ariningsih, E. P. (2014). Masa Depan Penerapan Strategi Relationship Marketing Pada Industri Jasa Perbankan. SEGMEN: Jurnal Manajemen dan Bisnis, 10(1).
Sefesiyani, A., DH, A. F., & Arifin, Z. (2015). Pengaruh relationship marketing (pemasaran relasional) terhadap kepuasan nasabah serta dampaknya pada loyalitas nasabah (Survei pada nasabah tabungan Bank Central Asia kantor cabang pembantu Dinoyo Kota Malang). Brawijaya University.
Semuel, H. (2012). Customer relationship marketing pengaruhnya terhadap kepercayaan dan loyalitas perbankan nasional. Jurnal Manajemen Pemasaran, 7(1), 33-41.
Shammout, A.B., et al. (2007). Relational Bonds and Loyalty: The Bonds that Tie. Dalam Conference Proceedings of the Australian and New Zealand Marketing Academy Conference (AZMAC). New Zealand: Otago University.
Sivesan, S. (2012). Impact of relationship marketing on customer loyalty on banking sectors. South Asian Journal of Marketing & Management Research, 2(3), 179-181.
Soegoto, H. (2011). Pengaruh Nilai dan Kepercayaan Terhadap Loyalitas Nasabah Prioritas. Majalah Ilmiah UNIKOM.
Soelistiawan, H., Lukitaningsih, A., & Wiyono, G. (2021). Analisis Peran Citra Perusahaan dan “Relationship Marketing” Terhadap Loyalitas Pelanggan Berbasis Kepercayaan Pelanggan pada PT. Dian Cipta Perkasa Jakarta. Jurnal Bisnis dan Manajemen, 8(1), 188-196.
Sugiyono, (2015), Metode Penelitian Kuantitatif Kualitatif Dan Rrd, Alfabeta, Bandung.
Supertini, N. P. S., Telagawati, N. L. W. S., & Yulianthini, N. N. (2020). Pengaruh kepercayaan dan kepuasan pelanggan terhadap loyalitas pelanggan pada Pusaka Kebaya di Singaraja. Prospek: Jurnal Manajemen dan Bisnis, 2(1), 61-73.
Syaiful, M., & Khuzaini, K. (2015). Pengaruh Relationship Marketing, Komitmen dan Kepercayaan Terhadap Loyalitas Pelanggan AUTO 2000 SUNGKONO. Jurnal Ilmu dan Riset Manajemen (JIRM), 4(12).
Synathra, V. (2018). Pengaruh Relationship Marketing Terhadap Kepuasan Nasabah Dan Dampaknya Pada Loyalitas Nasabah (Survei Pada Nasabah Tabungan Bank Central Asia Kantor Kas Sawojajar Kota Malang) (Doctoral dissertation, Universitas Brawijaya).
Taleghani, M., Gilaninia, S., & Mousavian, S. J. (2011). The role of relationship marketing in customer orientation process in the banking industry with focus on loyalty (Case study: Banking industry of Iran). International journal of business and social science, 2(19).
Tjiptono, Fandy, (2014), Pemasaran Jasa Prinsip Penerapan Dan Penelitian, Andi Offset, Yogyakarta.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application (JITTA), 11(2), 2.
Utami, M., Handayani, T., & Pusporini, P. (2019). Pengaruh kualitas layanan dan kepercayaan nasabah terhadap loyalitas nasabah. In Proceeding of Conference on Islamic Management, Accounting, and Economics (pp. 170-178).
Wibisono, I. (2019). Pengaruh Customer Relationship Marketing Terhadap Loyalitas Nasabah Dengan Kepuasan Nasabah Sebagai Variabel Intervening (Studi Kasus pada Bank Syariah Mandiri KCP Temanggung) (Doctoral dissertation, IAIN SALATIGA).
Wijaya, G. S. (2016). Pengaruh Relationship Marketing Terhadap Loyalitas Debitur Melalui Kepercayaan Dan Komitmen Relasional Pada PT Bank Negara Indonesia (Persero) Tbk. Kantor Cabang Singaraja. Jurnal Ekonomi dan Pariwisata, 10(2), 22-36.
Wijaya, H. (2015). Pengaruh Kualitas Pelayanan, Brand Image Dan Kepercayaan Pelanggaan Terhadap Loyalitas Pelanggan Pt Asuransi Artarindo (Doctoral Dissertation, Universitas Mercu Buana).
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Published
2023-05-11
How to Cite
Riza, F., & Rahmat Agus Santoso. (2023). The Influence of Relationship Marketing on Loyalty with Mediation of Customer Trust at PT. Bank Rakyat Indonesia (Persero) Tbk Krian Branch Office. Dinasti International Journal of Economics, Finance &Amp; Accounting, 4(2), 220–236. https://doi.org/10.38035/dijefa.v4i2.1737
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