Pengaruh Relationship Marketing Terhadap Loyalitas Debitur Melalui Kepercayaan Dan Komitmen Relasional Pada PT Bank Negara Indonesia (Persero) Tbk. Kantor Cabang Singaraja
Article Sidebar
DOI:
Read Counter : 229
Download : 87
Main Article Content
Gede Sada Wijaya
Abstract
menggunakan konsep relationship marketing sebagai pilihan strategis yang dapat dijadikan solusi
dalam praktek pemasaran jasa bank. Penelitian ini bertujuan untuk menjelaskan pengaruhvariabel relationship marketing yang terdiri dari economic content, resource content, social
content, terhadap kepercayaan, komitmen relasional, dan loyalitas debitur PT BNI Tbk Kantor
Cabang Utama Singaraja. Jenis penelitian ini termasuk dalam kategori riset eksplanatori.
Populasi penelitian ini adalah debitur modal kerja. Responden penelitian berjumlah 180orang yang diambil dengan menggunakan metode penyampelan bersasaran (purposive sampling).
Data diperoleh melalui data primer dengan metode angket dan dianalisis dengan teknik analisis
Structural Equation Modeling (SEM) dengan bantuan sub program Statistical Package for Social
Science (SPSS) for windows dan sub program Analysis of Moment Structure (AMOS).
Hasil penelitian menunjukkan bahwa economic content, resource content, dan social
content berpengaruh signifikan terhadap komitmen relasional debitur. Resource content dan
social content berpengaruh signifikan terhadap kepercayaan debitur. Kepercayaan berpengaruhsignifikan terhadap komitmen relasional debitur. Kepercayaan dan komitmen relasionalberpengaruh signifikan terhadap loyalitas debitur. Resource content dan social contentberpengaruh terhadap komitmen relasional. Economic content, resource content, social contentberpengaruh secara tidak langsung terhadap loyalitas.
Secara keseluruhan berdasarkan hasil penelitian menunjukkan bahwa relationship
marketing merupakan bagian penting dalam dunia perbankan untuk mencari life time value dari
debitur. Disarankan kepada PT BNI Tbk Kanca Utama Singaraja untuk meningkatkan
relationship marketing sebagai strategi jangka panjang dalam suatu hubungan yang salingmenguntungkan dalam rangka meningkatkan loyalitas debitur.
Kata-kata kunci : relationship marketing, komitmen relasional, loyalitas debitur, kepercayaan
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Anonim. 2009. Statistik Ekonomi Keuangan Daerah Provinsi Bali. Vol.VIII No.1. Jakarta:
Direktorat Statistik Ekonomi dan Moneter Bank Indonesia.
Berry, Leonard L., dan Parasuraman, A. 2002. The Behavioral Consequences of Service Quality.
Journal of Marketing, Vol. 50, pp.31-46.
Burnham T.A., J.K. Frels, and V. Mahajan. 2003. Consumer Switching Costs: A Typology,
Antecedents, and Concequences. Journal of The Academy of Marketing Science,
(2), pp. 109-121.
Callaghan, Michael and Robin N. Shaw. 2002. “Relationship Orientation: Towardsman
Antecedent Model of Trust in Marketing Relationships” Working Paper, Deakin
University.
Chan, Syafruddin. 2003. Relationship Marketing. Jakarta: PT Gramedia Pustaka Utama.
Ferdinand. 2002. Structural Equation Modelling dalam Penelitian Manajemen. Edisi2, Semarang:
Fakultas Ekonomi Undip.
Fornell, C. 1992. A National Customer Satisfaction Barometer: The Swedish Experience.
Journal of Marketing, Vol. 60, pp. 7-17.
Garbarino, Ellen and Mark S. Johnson. 1999. The Different Roles of Satisfaction, Trust, and
Commitment in Customer Relationships. Journal of Marketing, Vol. 63, pp. 70-87.
Griffin, Jill. 2005. Customer Loyalty: How to Earn It, How Keep It. New York: Simon and
Chuster, Inc.
Groonross, Christian. 1996. Relationship Marketing, Tactical and Strategic and Tactical
Implications. Management Decision, Vol. 34 No.3, pp. 5-14.
Gummesson, Evert. 2002. Implementation Requires a Relationship Marketing Paradigm. Journal
of the Academy of Marketing Science, Vol. 26 No. 3, pp. 242-249.
Gwinner, Kevin P., Dwayne D. Gremier and Mary Jo Bitner. 1998. Relational Benefits in Service
Industries: The Customer’s Perspective. Journal of the Academy of Marketing
Service, Vol. 26 (Spring), pp. 101-114.
Hall, Richard. 1992. The Strategic Analysis of Intangible Resources. Strategic Management
Journal, Vol. 13, pp. 135-144.
Harris, Lloyd C., and Mark M.H Goode. 2004. The Four Levels of Loyalty and The Pivotal Role of
Trust: A Study of Online Service Dynamics. Journal of Retailing, 80,pp. 139-158.
Harsono. 2005.”Pengaruh Relationship Marketing Terhadap Loyalitas Melalui Kepercayaan dan
Komitmen Nasabah BRI Pahlawan Surabaya” (tesis). Surabaya: Program Pascasarjana
Universitas Airlangga.
Hennig–Thurau, T., Kevin P. Gwinner and Dwayne D. Gremier. 2002. Understanding Relationship
Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of
Service Research, Vol. 4, No. 3, pp. 230-247.
Hurriyati, Ratih. 2008. Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta.
Kasmir. 2005. Manajemen Perbankan. Jakarta : PT. Raja Grafindo.
Kotler, Philip. 2000. Marketing Management. The Millenium Edition. New Jersey: Prentice-Hall
International, Inc.
Lacey, Russel Wayne. 2003. “Customer Loyalty Programs: Strategic Value to Relationship
Marketing” (dissertation). Alabama: The Graduate School of University of Alabama.
Lovelock, Cristopher.2007. Service Marketing and Management. New Jersey: Prentice Hall.
Morgan, Robert M.. 2000. Relationship Marketing and Marketing Strategy: The Evolution of
Relationship Marketing within The Organization. In Handbook of Relationship
Marketing, Jagdish.N. Sheth and Atul Parvatiyar, London : Sage Publications, Inc. and Shelby D. Hunt. 1994. The Commitment-Trust Theory of Relationship
Marketing. Journal of Marketing, Vol. 58 No. 3, pp. 20-38.
Mukherjee, Avinandan dan Prithwiraj Nath. 2003. A Model of Trust in Online Relationship
Banking. International Journal of Bank Marketing, 21/1, pp. 5-15.
Ndubisi, Nelson Oly. 2006. Relationship Marketing and Customer Loyalty. Marketing
Intelligence & Planning, Vol.25 No.1,2007, pp.98-106.
Parasuraman, Valerie A. Zeithaml, and Leonard L. Berry. 1985. A Conceptual Model of Service
Quality and Its Implication for Future Research. Journal of Marketing, 49 (Fall), 4150.
Parvatiyar, Atul and Jangdish N. Sheth. 1998. The Domain and Conceptual Foundations of
Relationship Marketing. In Handbook of Relationship Marketing, J.N. Sheth and
Parvatiyar, eds.,London: Sage Inc, pp. 3-38.
Customer Relationship Management: Emerging Practice, Process, and Discipline. Journal of Economic and Social Research 3(2) 2001,
Preliminary Issue, 1-34.
Evolving Relationship Marketing into a Discipline. Journal of Relationship Marketing.
Peterson, Robert A.. 1995. Relationship Marketing and the Consumer. Journal of the Academy
of Marketing Science, 23, pp.278-281.
Solimun. 2002. Structural Equation Modeling, Lisrel dan Amos. Malang: Fakultas MIPA,
Universitas Brawijaya.
Sugiyono.2007. Metode Penelitian Bisnis. Cetakan Kesepuluh, Bandung: IKAPI.
Sulistya-Rini, E. 2007. “Pengaruh Economic Content, Resource Content dan Social Content
Terhadap Kepercayaan, Kepuasan, dan Komitmen serta Relationship Intention Debitur
Bank Sumut di Sumatera Utara”(disertasi). Surabaya: Program Pascasarjana
Universitas Airlangga.
Tax, Stephen, Stephen Brown, and Murali Chandrashekaran. 2006. Customer Evaluations of
Service Complaint Experiences: Implications for Relationship Marketing. Journal of
Marketing, Vol 60, pp. 60-76.
Tjiptono Fandy. 2006. Pemasaran Jasa. Edisi Pertama, Cetakan Kedua. Malang: Bayu Media
Publishing.
Umar, Husein. 1997. Metodologi Penelitian: Aplikasi dalam Pemasaran. Jakarta: PT Gramedia.
Ulaga dan Eggert.2007. Relationship Drivers of Customer Commitment. Journal of Marketing
Theory and Practice, Vol.15 no.4 (fall2007), pp.315-333.
Von Taysen .2002. Relationship Marketing in Consumer Markets: Antecedents and
Consequences. Journal of the Academy' Marketing Science. Vol. 23
Zeithaml dan Mary Jo Bitner. 2003. Service Marketing: Integrating Customer Focus Across
the Firm, 3rd edition, New York: Irwin McGraw-Hill.