“Model Penentuan Customer Retention pada nasabah BRI di Kota Samarinda” --Ed. 1

ABSTRACT

The purpose of this paper is to analyze the effect of Relationship Marketing, Customer Orientation, Service Quality, Switching Cost, and Customer Satisfaction on Customer Retention to Customer BRI in Samarinda. This paper used quantitative method with SPSS Ver.23 and Structural Equation Model (SEM) use AMOS software ver 23. In total, 125 participant of Samarinda was complated the questionnaire. Likert Scala with 1-5 score where used. Initially, those questionnaires were distributed for 250 respondents in Samarinda. However, we just use 125 respondents based on quality the responses. Based on Structural models analisis we found that Relationship Marketing, Customer Orientation and Service Quality have significant impact on Customer Satisfaction (<0,05); Switching Cost have not significant impact on Customer Satisfaction (>0.05); Relationship Marketing, Customer Orientation and Service Quality have not significant impact on Customer Retention (<0,05); Switching Cost and Customer Satisfaction significant impact on Customer Retention (>0,05).

Keywords: Relationship Marketing, Customer Orientation,service Quality, Switching Cost Customer Satisfaction, Customer Retention.
ABSTRAK
Penelitian ini bertujuan untuk menganalisa pengaruh Relationship Marketing, Customer Orientation, Service Quality dan Switching Cost, serta Customer Satisfaction terhadap Customer Retention pada nasabah BRI di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan softwareIBM SPSS Statistic 23 dan Structural Equation Modeling (SEM) dengan software AMOS 5. Penelitian ini menggunakan sampel sebanyak 125 orang yang diambil dari sejumlah nasabah BRI di Kota Samarinda. Skala pengukuran menggunakan skala linkert dengan skor 1-5. Kuesioner yang di gunakan distribusikan sebanyak 250 di Kota Samarinda. Namun, kami hanya menggunakan 125 responden bersasarkan kualitas tanggapan. Berdasarkan model structural dapat dibuktikan bahwa Relationship Marketing, Customer Orientation dan Service Quality berpengaruh signifikan terhadap Customer Satisfaction (?0,05); Switching Cost berpengaruh tidak signifikan terhadap Customer Satisfaction (?0,05); Relationship Marketing, Customer Orientation dan Service Quality berpengaruh tidak signifikan terhadap Customer Retention (?0,05); Switching Cost dan Customer Satisfaction berpengaruh signifikan terhadap Customer Retention (?0,05).

Kata Kunci : Relationship Marketing, Customer Orientation,service Quality, Switching Cost Customer Satisfaction, Customer Retention.