ANALISIS PENGARUH RELATIONSHIP MARKETING PADA LOYALITAS YANG DIMEDIASI OLEH KEPUASAN PELANGGAN

This study aims to examine the effect of relationship marketing on customer loyalty with customer satisfaction as a mediating variable. Relationship marketing in this research is a second order construct that is measured through the variables or dimensions of its constituent. The dimensions are the basics of relationship marketing, which consists of: trust, company�s commitment, competence, communication and conflict handling, or often called the underpinnings of relationship marketing. This research is quantitative with survey method. The subject of this research are government owned commercial bank customers, which consists of customers of Bank Mandiri, BRI, BNI and BTN in the region of Yogyakarta. The sample used in this study as many as 225 respondents, the sampling method with non probability sampling using purposive sampling technique. Data analysis was done by using multiple regression analysis and hierarchical regression analysis to process data in order to produce information in accordance with the purpose of research. The research instrument used in this study is a questionnaire, which was adopted from several previous studies. Before use, the researchers first tested the validity and reliability of measuring instruments to be used. Based on the results validity questionnaire conducted with confirmatory factor analysis (CFA) and reliability test conducted with Cronbach's alpha, all items in the questionnaire used the statement declared valid and reliable. The results of this study indicate that all hypothesis are supported. All variables that relationship marketing consists of trust, the company's commitment, competence, communication and conflict handling positively affects to customer satisfaction. Customer satisfaction positively affects to customer loyalty, and proven customer satisfaction mediate the relationship between relationship marketing and customer loyalty by partial (partial mediation). Therefore, the recommended strategy of relationship marketing must be able to give satisfaction to customers, because customer satisfaction mediates the relationship marketing in achieving customer loyalty