PENGARUH KOMUNIKASI PEMASARAN DAN RELATIONSHIP MARKETING TERHADAP KEPUASAN NASABAH PADA PT. BPR CIBITUNG TANJUNGRAYA

Abstract

This study aims to determine the effect of marketing communication and relationship marketing, both partially and simultaneously, on customer satisfaction at P.T. BPR Cibitung Tanjungraya. The type of research is quantitative descriptive. Primary data was collected through questionnaires from 52 customers. The research results concluded that marketing communication does not have a positive effect on customer satisfaction, relationship marketing has a positive effect on customer satisfaction, and both marketing communication and relationship marketing have a positive effect on customer satisfaction at P.T. BPR Cibitung Tanjungraya.