PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BANK SULSELBAR CABANG UTAMA MAKASSAR

2015ABSTRAK\ud \ud PENGARUH RELATIONSHIP MARKETING TERHADAP LOYALITAS\ud NASABAH PADA PT. BANK SULSELBAR CABANG UTAMA MAKASSAR \ud \ud INFLUENCE OF RELATIONSHIP MARKETING FOR CUSTOMER LOYALTY \ud TO THE MAIN BRANCH OFFICE OF PT. BANK SULSELBAR MAKASSAR \ud \ud \ud Andi Zulkarnain\ud Haris Maupa \ud Jusni\ud \ud Penelitian ini bertujuan untuk mengetahui apakah faktor-faktor Relationship\ud Marketing berpengaruhterhadap loyalitas nasabah pada PT. Bank Sulselbar \ud Cabang Utama Makassar. Data penelitian ini diperoleh dari kuesioner dan\ud beberapa observasi serta wawancara langsung dengan pihak terkait. Teknik\ud analisis yang digunakan adalah analisis regresi berganda dengan menggunakan\ud uji hipotesis, yaitu uji t dan uji F.Hasil penelitian menyatakan bahwa\ud Understanding Customer Expectation, Building Service Partnership, Total Quality\ud Management, dan Empowering Employees secara bersama-sama signifikan\ud berpengaruh terhadap loyalitas nasabah pada signifikan 5 %. Sebesar 64,8\ud persen variasi dalam variabel loyalitas nasabah dijelaskan oleh variasi dalam\ud variabel strategi Relationship Marketing yang digunakan dalam model ini,\ud sisanya sebesar 35,2 persen dijelaskan oleh variabel ??? variabel lain. Empowering\ud Employees merupakan variabel yang paling berpengaruh terhadap loyalitas\ud konsumen. \ud \ud Kata kunci: Understanding Customer Expectation, Building Service Partnership,\ud Total Quality Management, Empowering Employees, Loyalitas\ud Nasabah. \ud \ud This study aims to determine whether Relationship Marketing factors affect the\ud customers loyalty at the main branch office of PT. Bank Sulselbar Makassar.\ud Data used in this research was obtained from questionnaires and a few\ud observations as well as interviews with the parties directly related. The analysis\ud technique used is multiple regression analysis using hypothesis testing, the t test\ud and F test.The results stated that Understanding Customer Expectation, Building\ud Service Partnership, Total Quality Management, Empowering Employees\ud simultaneously affect to Customer Loyalty at 5 percent level of significant. Partly\ud 64,8 percent of variation in Customer Loyalty is explained by variation in\ud Relationship Marketing inputs factor that used in the model, while the rest of 35,2\ud percent is explained by other variables. Empowering Employees is the most\ud influence variabel on Customer Loyalty.\ud \ud Keyword: Understanding Customer Expectation, Building Service Partnership, \ud Total Quality Management, Empowering Employees, Customer\ud Loyalty