The Effect of Relationship Marketing and Relationship Quality on Customer Loyalty (Bank Muamalat Indonesia)

Mujahidin Mujahidin (), Muhammad Yusuf (), Rian Ardianto (), I Nyoman Tri Sutagana () and Ferdianndus Sampe ()
Additional contact information
Mujahidin Mujahidin: Institut Agama Islam Negeri Palopo.
Muhammad Yusuf: STIA Bandung.
Rian Ardianto: Universitas Pertiwi.
I Nyoman Tri Sutagana: Universitas Udayana.
Ferdianndus Sampe: Universitas Atmajaya.

Technium Social Sciences Journal, 2022, vol. 38, issue 1, 312-323

Abstract: This study aims to analyze the influence of Relationship Marketing And Relationship Quality On Customer Loyalty. Maintaining customer loyalty is needed in the company, but the most important thing is how the company's efforts in conducting relationship marketing (marketing relationship) and relationship quality (quality relationship) in realizing customer loyalty (customer) at Bank Muamalat. This study used the quantitative method with multiple linear regression analysis with 100 respondents using the slovin formula. The results showed that the relationship marketing variable X1 calculated t value (2,979) > table t value (1,986) which means that relationship marketing has a positive effect on variable Y (customer loyalty). The variable relationship quality X2 value t count (2.586) > value t table (1.986) which means that relationship quality (X2) has a positive effect on the variable customer loyalty (Y) with a significant level of 0.011 Ftable of 3.09 so that the value then F0 is rejected and F 1 received with a significant 0.000

Keywords: relationship marketing; relationship quality; customer loyalty; Indonesia; Muamalat Bank (search for similar items in EconPapers)
Date: 2022
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:38:y:2022:i:1:p:312-323

DOI: 10.47577/tssj.v38i1.7766

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