đ
28 July 2023
DOI: 10.47942/iab.v12i2.1336
Analisis Relationship Marketing dan Kualitas Pelayanan Terhadap Loyalitas Nasabah Bank BTN melalui Corporate Social Responsibility Sebagai Variabel Intervening
Jurnal Ekonomi Bisnis dan Kewirausahaan
Universitas Sahid Surakarta
đ Abstract
This study aims to examine the impact of relationship marketing and service quality on customer loyalty at Bank Tabungan Negara (BTN), with corporate social responsibility as a moderating factor. This research is a type of quantitative research. The data collection method in this study used a questionnaire with a total sample size of 100 respondents. The sample was selected using the accidental sampling method. The data analysis technique in this study used path analysis with the Sobel test. The results showed that all variables had a partial positive relationship with loyalty. This study found that while corporate social responsibility can mediate relationship marketing to BTN customer loyalty, it cannot mediate service quality to BTN customer loyalty.
đ Keywords
#Relationship Marketing; Service Quality; Customer Loyalty; Corporate Social Responsibility
âšī¸ Informasi Publikasi
Tanggal Publikasi
28 July 2023
Volume / Nomor / Tahun
Volume 12, Nomor 2, Tahun 2023
đ HOW TO CITE
Indah Sari, Musfiroh; Pratama, Versiandika Yuda, "Analisis Relationship Marketing dan Kualitas Pelayanan Terhadap Loyalitas Nasabah Bank BTN melalui Corporate Social Responsibility Sebagai Variabel Intervening," Jurnal Ekonomi Bisnis dan Kewirausahaan, vol. 12, no. 2, Jul. 2023.
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