EFFECT OF PERCEPTION, QUALITY OF SERVICE, RELATIONSHIP MARKETING ON CUSTOMER LOYALTY (Study on BMT Sejahtera Karanganyar, Central Java)

Abstract

The purpose of this research is to know the effect of service quality, relationship marketing, and perceptions of customers loyalty in BMT Sejahtera. This study uses a quantitative approach to the population of members in the BMT Sejahtera, a sample taken using the calculation of solving formula. Data analysis using multiple linear regression models. T-test result of the study showed that service quality partially had a significant effect on customer loyalty with at count>t table (5,737>1,662). Because the value of t is greater than the value of the t table and the magnitude of the significant value of the P-Value is less than 0.05 (0.00<0.05). Then relational relationship marketing partially has a significant effect on customer loyalty with a value of t count>t table (2,022>1,662). Because the value of t is greater than the table value and the value of the significant value of P-Value is less than 0.05 (0.046<0.05). Then the perception partially has a significant effect on customer loyalty with t count >t table (2,231 > 1,662). Because the value of t is greater than the table value and the significance value of the P-Value is less than 0.05 (0.028<0.05). Then f test shows a significance value of 0.000 because the P-Value significance value obtained is less than the value (0.000<0.05). Then it can be concluded that Service Quality, Relationship Marketing, and Perception simultaneously affect Customer Loyalty. 662). Because the value of t is greater than the table value and the significance value of the P-Value is less than 0.05 (0.028<0.05). Then f test shows a significance value of 0.000 because the P-Value significance value obtained is less than the value (0.000<0.05). Then it can be concluded that Service Quality, Relationship Marketing, and Perception simultaneously affect Customer Loyalty. 662). Because the value of t is greater than the table value and the significance value of the P-Value is less than 0.05 (0.028 < 0.05). Then f test shows a significance value of 0.000 because the P-Value significance value obtained is less than the value (0.000<0.05). Then it can be concluded that Service Quality, Relationship Marketing, and Perception simultaneously affect Customer Loyalty.