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PENGARUH KEPERCAYAAN DAN KEPUASAN TERHADAP LOYALITAS NASABAH Pada PT Bank Mandiri Tbk Manado

Repi, Agusta L. and Baramuli, Dedy N. (2011) PENGARUH KEPERCAYAAN DAN KEPUASAN TERHADAP LOYALITAS NASABAH Pada PT Bank Mandiri Tbk Manado. JURNAL INOVASI MANAJEMEN, 8 (2). pp. 64-74. ISSN 1858-3059

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    Abstract

    Customer understanding is highly determining the creation of consumer trust to a company. In assessing things from loyalty side, customers have their own opinion about many factors and caused it to be more complex and more difficult for the company to influence it. This research aims to analyze the influence of and satisfaction to customer loyalty at PT. Bank Mandiri Tbk The analysis method used is linear multiple regression analysis with variable trust (X1) satisfaction (X2), and customer loyalty (Y) The result of regression analysis shows that Y=-2.099 + 0.637X1+0.634X2 meaning trust and satisfaction influence customer loyalty at PT. Bank Mandiri Tbk. The relationship of customer loyalty at PT. Bank Mandiri Tbk with trust and satisfaction is highly related with the value of coefficient of correlation (r) = 0.893 or 89,3%. The contribution of trust and satisfaction to costumer loyalty os seen with the value of coefficient of determination (0.797 or 78.7%). T-test shows that at  = 0.05, trust and satisfaction influence customer loyalty at PT. Bank Mandiri Tbk To improve customer loyalty, bank should give attention to the services such as improve the service satisfaction to customers, friendly communication with the customers in giving a maximum service, and creating trust to the customer

    Item Type: Article
    Uncontrolled Keywords: Trus, Satisfaction and Loyalty
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Steven Ch. Kaunang
    Date Deposited: 09 Mar 2012 14:46
    Last Modified: 09 Mar 2012 14:46
    URI: http://repo.unsrat.ac.id/id/eprint/44

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