Implication Of Relationship Marketing On Loyalty With Brand Image As A Moderation Variable

Abstract

The application of a relationship marketing strategy is necessary to create customers who are loyal to banking. In addition to relationship marketing, banks must also pay attention to their brand image, because a brand image is one of the keys to increasing and maintaining customer loyalty. This research was conducted to test the effect of the dimensions of relationship marketing consisting of the variables of trust, commitment, and empathy on customer loyalty with a moderating variable, namely brand image. Generation Z customers of Bank Syariah Indonesia (BSI) are the subjects of this study, totaling 105 respondents. Quantitative analysis with moderated regression analysis (MRA) as the method used. In the partial test, the results of the empathy variable have no significant effect, while the trust and commitment variables have a significant effect on customer loyalty. Furthermore, the test results also show that brand image is not able to moderate the influence of relationship marketing variables on customer loyalty.