Pengaruh Nilai Pelanggan dan Hubungan Pemasaran Nasabah serta Hubungan Emosional Nasabah terhadap Loyalitas Nasabah
DOI:
https://doi.org/10.30872/jkin.v20i4.15177Keywords:
Nilai Pelanggan, Hubungan Pemasaran Nasabah, Hubungan Emosional Nasabah, Loyalitas NasabahAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh nilai pelanggan dan hubungan pemasaran nasabah serta hubungan emosional nasabah terhadap loyalitas nasabah Bankaltimtara Syariah Samarinda. Penelitian dilakukan menggunakan metode analisis Partial Least Square terhadap 85 nasabah Bankaltimtara Syariah Samarinda sebagai sampel penelitian. Hasil pengujian hipotesis menunjukkan bahwa secara parsial hubungan pemasaran nasabah dan hubungan emosional nasabah berpengaruh positif dan signifikan terhadap loyalitas nasabah Bankaltimtara Syariah Samarinda. Pada pengujian hipotesis lain, nilai pelanggan berpengaruh tidak signifikan terhadap loyalitas nasabah Bankaltimtara Syariah Samarinda.
References
Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS)-Alternatif Structural Equation Modelling (SEM) dalam Penelitian Bisnis. Andi.
Alfansi, L. (2010). Financial Services Marketing: Membidik Konsumen Perbankan Indonesia. Salemba Empat.
Ayuningrum, T., & Mochlasin. (2021). The Influence Of Brand Awareness, Customer Value And Trust Toward Loyalty Customer Bank Central Java KCPS Salatiga With Satisfaction As Intervening Variable. JIEM: Journal of Islamic Enterpreneurship and Management, 1(2), 23–42.
Burhan, Wibowo, E. A., & Hasibuan, R. (2015). Analisis Pengaruh Nilai Pelanggan, Kualitas Pelayanan dan Hubungan Emosional Terhadap Loyalitas Nasabah (Studi Kasus pada Bank Riau Kepri Cabang Pembantu Batu Aji). Jurnal Equilibiria, 2(1), 1–14.
Chakiso, C. B. (2015). The Effect of Relationship Marketing on Customers’ Loyalty (Evidence from Zemen Bank). EMAJ: Emerging Markets Journal, 5(2), 58–70. https://doi.org/10.5195/emaj.2015.84
Chan, S. (2003). Relationship Marketing: Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut. Gramedia Pustaka Utama.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.
Ghorbanzadeh, D., & Rahehagh, A. (2020). Emotional Brand Attachment and Brand Love: The Emotional Bridges in The Process of Transition from Satisfaction to Loyalty. Rajagiri Management Journal, 0972–9968. https://doi.org/10.1108/ramj-05-2020-0024
Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Cengage Learning.
Hurriyati, R. (2014). Bauran Pemasaran dan Loyalitas Konsumen. Alfabeta.
Husnain, M., & Akhtar, W. (2015). Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan. Global Journal of Management and Business Research, 15(10).
Kasih, N. L. S., Winata, I. G. K. A., & Sanjaya, N. M. W. S. (2021). Peran Customer Relationship Management, Service Quality, Nilai Pelanggan Dalam Meningkatkan Loyalitas Pelanggan. Jurnal STIE Semarang, 13(3), 135–145.
Khan, N., Latifah, S., & Kadir, S. A. (2011). The Impact of Perceived Value Dimension on Satisfaction and Behavior Intention: Young-Adult Consumers in Banking Industry. African Journal of Business Management, 5(16), 7055–7067. https://doi.org/10.5897/AJBM09.237
Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed). Pearson Pretice Hall, Inc.
Lovelock, C., Wirtz, J., & Mussry, J. (2011). Pemasaran Jasa. Erlangga.
So, J. T., Parsons, A. G., & Yap, S. F. (2013). Corporate Branding, Emotional Attachment and Brand Loyalty: The Case of Luxury Fashion Branding. Journal of Fashion Marketing and Management, 17(4), 403–423. https://doi.org/10.1108/JFMM-03-2013-0032
Thompson, M., MacInnis, D., & Park, W. (2005). The Ties That Bind: Measuring the Strength of Consumers Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91.
Tjiptono, F. (2014). Pemasaran Jasa - Prinsip, Penerapan, dan Penelitian. Andi Offset.
Trenggana, A. F. M., Mayangsari, I. D., & Lestari, O. (2019). Consumer Loyalty: Based On Relationship Marketing, Customer Value And Customer Retention. The 1 International Conference on Innovation of Small Medium-Sized Enterprise (ICIS), 1(1), 66–74.
Usmara, A. (2013). Strategi Baru Manajemen Pemasaran. Amara Books.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services Marketing: Integrating Customer Focus Across the Firm. McGraw Hill Book Co.
