PENGARUH PEMASARAN RELASIONAL TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PT. ASURANSI JASA INDONESIA (PERSERO)
KANTOR CABANG BANDAR LAMPUNG
This paper is intended to discover and analyze the impact of relational marketing and customer satisfaction toward customer loyalty in PT. Asuransi Jasa Indonesia (Persero) Bandar Lampung Branch.
The research collected 95 respondents as samples who are customers of PT. Asuransi Jasa Indonesia (Persero) Bandar Lampung Branch. The method of collecting data is done by conducting through questionnaire and interviews with customers of PT. Asuransi Jasa Indonesia (Persero). As for the analysis, it is aimed to figure out the impact of independent variable (X1), relational marketing (X2) customer satisfaction of dependent variable (Y), i.e. customer loyalty, and also the effect of relational marketing through customer satisfaction resulting in customer loyalty is according to SEM analysis based on Partial Least Square (PLS) student version.
The research shows that by using significance level of 0,05 due to two-sided test, 2,5% and n = 95 generate t table of 1,98609. As for t-test, the results from output for relational marketing have positive and significant impact toward customer loyalty, for customer satisfaction have positive and significant impact of customer loyalty and for relational marketing have positive and significant impact to customer satisfaction (t-test > t table). Therefore, it is concluded that relational marketing and customer loyalty have positive and significant impact toward customer loyalty, nevertheless relational marketing has direct positive and significant impact to customer loyalty compared to customer service as mediator variable on PT. Asuransi Jasa Indonesia (Persero) Bandar Lampung Branch.