Pengaruh Relationship Marketing dan Bauran Promosi Terhadap Loyalitas dengan Kepuasan Nasabah Sebagai Variabel Intervening (Studi Digital Marketing Bank Tabungan Pensiunan Nasional)

Abstract

Penelitian ini dilatarbelakangi oleh perkembangan teknolongi dalam dunia perbankan yang semakin hari semakin mempermudah dalam melakukan transaksi dalam hal ini digital marketing Bank Tabungan Pensiunan Negara. Digital Marketing yaitu periklanan dari produk atau jasa melalui internet. Pemasaran Internet bisa kreatif secara teknis, baik desain, pengembangan, periklanan, dan penjualan melalui internet. Metode analisis yang digunakan adalah analisis jalur dengan metode penelitian kuantitatif. Data yang digunakan adalah data primer dengan jenis penelitian asosiatif. Teknik pengambilan sampel yang digunakan adalah purporsive sampling mengambil sampel 91 responden. Data yang diolah dalam penelitian ini dengan menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa secara parsial relationship marketing berpengaruh positif signifikan terhadap loyalitas nasabah pada Digital Marketing Bank Tabungan Pensiunan Negara. Secara parsial bauran promosi berpengaruh positif signifikan terhadap loyalitas nasabah. Secara parsialrelationship marketing berpengaruh positif dan signifikan terhadap kepuasan nasabah pada Digital Marketing Bank Tabungan Pensiunan Negara. Secara parsial bauran promosi berpengaruh positif tidak signifikan terhadap kepuasan nasabah pada Digital Marketing Bank Tabungan Pensiunan Digital Marketing Bank Tabungan Pensiunan Negara. Secara parsial Loyalitas nasabah berpengaruh postif signifikan terhadap variabel kepuasan nasabah.

Development of technology in the banking world which is increasingly easy to conduct transactions in this case the digital marketing of the State Pension Bank. Digital marketing is advertisin. Internet marketing can be technically creative, be it design, development, advertising, and selling through the internet. The analytical method used is path analysis with quantitative research methods. The data used are primary data with the type of associative research. The sampling technique used was purposive sampling by taking a sample of 91 respondents. Data processed in this study using SPSS 25. The results showed that the partial relationship of marketing had a significant positive effect on expenditure loyalty in the Digital Marketing of the State Pensioners Savings Bank. The official promotional mix has a significant positive effect on sales loyalty. The positive and significant partial relationship of marketing with satisfaction with the Digital Marketing of the State Pensioners Savings Bank. Partial Promotion The positive promotion mix is not significant to the sales satisfaction of the National Retirement Savings Bank Digital Marketing. Simultaneous marketing relationship marketing and promotion mix significantly to satisfaction on Digital Marketing Savings Bank of the State Pensioners. Formally partial, Loyalty which is admittedly positive is significant towards the variable of sales satisfaction. The relationship between marketing and promotion influences promotion loyalty with satisfaction as an intervening variable. Related to consumer satisfaction can mediate the influence of marketing and promotion of the mix on digital loyalty of the State Pension Savings Bank Marketing.