PENGARUH PEMASARAN RELASIONAL DAN NILAI PELANGGAN TERHADAP RETENSI PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi Kasus PT Jaminan Pembiayaan Askrindo Syariah)

Abstract

The purpose of this research is to find the influence of service quality and customer
value to purchase decision and effect on customer loyalty of axa mandiri insurance
product (case study at pt bank mandiri (persero), tbk pluit selatan area). The
research data collection use the questioner spread to respondents. The population
of this research is all customer of PT Bank Mandiri (Persero), Tbk Pluit Selatan
Area, Jakarta Utara. The sampling method collection used in this research is nonprobability sampling, with collection technique is purposive sampling. Total
sample of this research is 300 respondences. Calibration instrument to verify
validity and reliability of each item. For each statement calculated with coefisien
product moment, and reliability calculated with coefisien alpha cronbach. The
analysis used in this research is Structural Equation Modelling (SEM) analysis
technique. The results of this research show that service quality have impact to
purchase decision, and customer value have impact to purchase decision. The
conclusion is customer value have higher value impact to purchase decision than
service quality. Service quality have impact to customer loyalty, and customer
value have impact to customer loyalty. The conclusion is customer value have
higher value impact to customer loyalty than service quality. Purchase decision
have impact to customer loyalty. As a whole viewed, which has the most impact on
customer loyalty is the purchase decision. Based on this result of research, to
increase the customer loyalty need good service quality and positive customer
value so that improve purchase decision and increase customer loyalty.