ANALISIS PENGARUH SERVICE QUALITY, CUSTOMER VALUE, DAN RELATIONSHIP MARKETING TERHADAP CUSTOMER SATISFACTION (STUDI NASABAH BANK MUAMALAT INDONESIA CABANG PEMBANTU KOBA)

Sharia banking in Indonesia continues to experience significant developments. This was marked by the establishment of many Islamic banks in Indonesia. The growing number of Islamic banks in Indonesia will result in increasingly intense competition between banks. This condition makes the bank required to think of the right strategy in winning the competition. The strategy in this case is to place customer satisfaction as the main goal, by providing good service, establishing close and close relationships, and providing value to customers. This study aims to examine the effect of service quality, customer value, and relationship marketing on customer satisfaction. The population in this study is the customer of Bank Muamalat Indonesia Koba Sub-Branch. The sample in this study was taken by nonprobability sampling technique with purposive sampling method. Data analysis methods in this study are validity test, reliability test, classic assumption test, and hypothesis test with SPSS 21.00 program. The results of the study show that service quality, customer value, and relationship marketing simultaneously have a significant effect on customer satisfaction. Partially the service quality variable has a significant positive effect on customer satisfaction with t count 4.201 with a significance level of 0,000 below 0.05. Customer value variable has a significant positive effect on customer satisfaction with t count 2.667 with a significance level of 0.009 below 0.05. While the relationship marketing variable has a significant positive effect on customer satisfaction with t count 2.048 with a significance level of 0.043 below 0.05