PENGARUH KARAKTERISTIK SYARIAH MARKETING DAN RELATIONSHIP MARKETING TERHADAP KEPUASAN NASABAH BANK MUAMALAT

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui Pengaruh Karakteristik Syariah Marketing dan Relationship Marketing terhadap kepuasan nasabah penabung pada Bank Mauamalat di Kota Palu berdasarkan variabel karakteristik syariah marketing dan relationship marketing. Jenis Penelitian yang digunakan merupakan gabungan antara penelitian deskriptif dan kasual. Penelitian ini dilakukan kepada masyarakat umum yang menjadi nasabah penabung pada Bank Muamalat di Kota Palu dan jumlah sampel yang ditetapkan sebanyak 75 responden, kemudian sampel tersebut diambil berdasarkan metode Sampling Sistematis. Metode analisis data yang digunakan yaitu metode regresi linear berganda dengan bantuan alat analisis software SPSS versi 16. Hasil penelitian menunjukkan bahwa (1) Variabel teistis, etis, realistis, humanistis dan relationship marketing secara serempak berpengaruh signifikan terhadap kepuasan nasabah penabung pada Bank Muamalat di Kota Palu. (2) dari semua variabel bebas hanya satu yang signifikan secara parsial yaitu variabel relationship marketing.

Kata Kunci: Teistis, Etis, Realistis, Humanistis, Relationship Marketing, Kepuasan Nasabah

Abstract

This study aims to determine the effect of the characteristics of Sharia Marketing and Relationship Marketing on customer satisfaction of savers at Bank Mauamalat in Palu based on theistic, ethical, realistic, humanistic and relationship marketing variables. The type of research used is a combination of descriptive and casual research. This research was conducted with the general public who are depositors at Bank Muamalat in Palu and the number of samples determined was 75 respondents, then the samples were taken based on the Systematic Sampling method. Data collection was carried out by distributing questionnaires. The data analysis method used is the multiple linear regression method with the help of the SPSS software analysis tool version 16. The results of the study show that (1) theistic, ethical, realistic, humanistic and relationship marketing variables simultaneously have a significant effect on customer satisfaction of savers at Bank Muamalat in Palu. (2) Of all the indepentednt variables, only one is partially significant, namely the relationship marketing variable.

Keywords: Theistic, Ethical, Realistic, Humanistic, Relationship Marketing, Customer Satisfaction