Research Paper
Year: 2019 | Month: November | Volume: 6 | Issue: 11 | Pages: 55-60
The Effect of Relationship Marketing and Promotion Mix on Loyalty with Customer Satisfaction as an Intervening Variable (Digital Marketing Study of Bank Tabungan Pensiunan Negara)
Iman Firdaus Gurusinga, Amrin Fauzi, Beby Karina Fawzeea Sembiring
Master of Management, Universitas Sumatera Utara, Indonesia
Corresponding Author: Iman Firdaus Gurusinga
ABSTRACT
This research is motivated by the development of technology in the banking world which is simplify the banking transactions, namely the digital marketing of Bank Tabungan Pensiunan Negara. Digital Marketing is products or services advertised via the internet. Internet marketing can be technically creative, both 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 is purposive sampling taking 91 respondents. Data processed in this study using SPSS 25. The results showed that relationship marketing partially has a significant positive effect on loyalty in the Digital Marketing of Bank Tabungan Pensiunan Negara. Next, partially the promotion mix has a significant positive effect on loyalty. Moreover, partially relationship marketing has a positive and significant effect on customer satisfaction in the Digital Marketing of Bank Tabungan Pensiunan Negara. Furthermore, partially, the promotion mix did not have a significant positive effect on customer satisfaction at the Digital Marketing of Bank Tabungan Pensiunan Negara. Another important finding shows that partially loyalty has a significant positive effect on customer satisfaction variables. Finally, relationship marketing and promotion mix influence loyalty with customer satisfaction as an intervening variable. This means that consumer satisfaction can mediate the effect of relationship marketing and promotion mix on loyalty in Digital Marketing of Bank Tabungan Pensiunan Negara.
Key words: Relationship Marketing, Promotion Mix, Loyalty, Customer Satisfaction
[PDF Full Text]