IMPLIKASI RELATIONSHIP MARKETING TERHADAP TINGKAT LOYALITAS DEBITUR KREDIT KOMERSIAL

Abstract

Relationship Marketing Strategies (Financial Bonds, Social Bonds, Customization Bonds, and Structural Bonds) are seen as important factors that influence the level of loyalty of commercial credit borrowers. The purpose of this study is to determine the dominant factors in Relationship Marketing, and which Relationship Marketing strategies have the dominant influence on the level of loyalty of commercial credit debtors. The population of the study is all debtors of commercial credit debtor of PT. Bank Rakyat Indonesia (Persero), Tbk. Somba Opu Branch Office comprising 365 debtors. They are selected by stratified random sampling of 80 respondents. The data are analyzed by linier multiple regression. Based on the results of the t-test analysis performed, it was found that the Customization Bonds variable had the most powerful (dominant) influence on the level of loyalty of the commercial credit debtors of PT. Bank Rakyat Indonesia (Persero) Tbk. Makassar Somba Opu Branch Office, then followed successively by Structural Bonds, Financial Bonds, and Social Bonds.