PENGARUH KOMUNIKASI PEMASARAN DAN KERELASIAN NASABAH TERHADAP LOYALITAS NASABAH BANK NAGARI CABANG UTAMA PADANG

Fisky Noverta, Desfriana Sari and Mariani St.B Tanjung

No d34ps, OSF Preprints from Center for Open Science

Abstract: This study aims to determine the factors of customer loyalty, the population used in this study is customers who come to Bank Nagari, the Main Branch of the City of Padang. The sample of this study is 100 respondents and the technique used is the Slovin formula which has fulfilled the requirements that are feasible to be used as samples. Data analysis techniques used multiple linear regression analysis. The results of the study show that the variable (Y) Marketing Communication (X1), Customer Relationship variable (X2) simultaneously (together) affects the Customer Loyalty of the Main Branch of Bank Nagari in Padang and the indicators in this study are valid. Based on the results of the study obtained a figure of 19.1% that affects Customer Loyalty to Bank Nagari Padang Main Branch can be explained by tourist attraction objects, location and facilities. While the remaining 80.9% is influenced by other factors not tested in this study.

Date: 2019-11-19
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:d34ps

DOI: 10.31219/osf.io/d34ps

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