Pengaruh Penerapan Relationship Marketing terhadap Customer Satisfaction Tabungan Simpedes PT Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen Katamso, Medan

ABSTRAK
PENGARUH PENERAPAN RELATIONSHIP MARKETING TERHADAP
CUSTOMER SATISFACTION TABUNGAN SIMPEDES PADA
PT. BANK RAKYAT INDONESIA (BRI), TBK
UNIT BRIGJEN KATAMSO
DI MEDAN
Tujuan penelitian ini adalah untuk mengetahui pengaruh relationship marketing
yang terdiri dari understanding customer expectation dan building service partnership
terhadap customer satisfaction tabungan simpedes PT Bank Rakyat Indonesia (BRI), Tbk
Unit Brigjen Katamso, Medan . Jenis penelitian ini adalah eksplanatori. Sifat penelitian
ini adalah survei.
Penelitian ini menggunakan dua jenis sumber data, yaitu data primer dan data
sekunder. Data primer diperoleh langsung dari objek penelitian, yaitu melalui kuesioner
yang disebarkan kepada responden untuk diolah lebih lanjut. Data sekunder diperoleh
melalui jurnal dan buku-buku yang mempunyai relevansi dengan penelitian. Populasi
pada penelitian ini adalah nasabah yang menabung di tabungan simpedes PT Bank
Rakyat Indonesia (BRI), Tbk Unit Brigjen Katamso, Medan. Sampel dalam penelitian ini
sebanyak 98 orang responden dengan menggunakan rumus Slovin. Metode analisis yang
digunakan adalah analisis deskriptif dan analisis regresi linear berganda dengan tingkat
signifikansi < 0,05.

Hasil uji-F menyatakan bahwa variabel understanding customer
expectation dan building service partnership dapat dipakai untuk mengestimasi
customer satisfaction pada PT. Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen
Katamso, Medan. Hasil uji signifikan t (uji-t) menyatakan bahwa variabel yang
memiliki pengaruh positif dan signifikan adalah variabel building service
partnership, sedangkan variabel understanding customer expectation memiliki
pengaruh yang negatif dan tidak signifikan terhadap customer satisfaction.
Variabel yang dominan adalah building service partnership. Hasil koefisien
determinan (R 2) adalah 0,632, memiliki makna bahwa variabel relationship
marketing memiliki hubungan yang erat terhadap customer satisfaction pada PT
Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen Katamso,. Adjusted R Square
sebesar 0,386 berarti nilai 38,6% peningkatan customer satisfaction PT Bank
Rakyat Indonesia (BRI), Tbk Unit Brigjen Katamso, dapat dijelaskan oleh
understanding customer expectation dan building service partnership, sedangkan
sisanya sebesar 61,4% dapat dijelaskan oleh variabel lain yang tidak diteliti dalam
penelitian ini.

Kata Kunci :Understanding Customer Expectation, Building Service
Partnership, Customer Satisfaction.

i
Universitas Sumatera Utara

ABSTRACT
EFFECT OF RELATIONSHIP MARKETING IMPLEMENTATION TO
CUSTOMER SATISFACTION TABUNGAN SIMPEDES ON
PT. BANK RAKYAT INDONESIA (BRI), TBK
UNIT BRIGJEN KATAMSO
IN MEDAN
The goal of this research is to know effect of relationship marketing that consists
of understanding customer expectation and building service partnership to customer
satisfaction tabungan simpedes PT Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen
Katamso, Medan. The type of this research is explanatory. Jenis penelitian ini adalah
eksplanatori. The nature of study is survey.

This research used two types of data sources, namely primary data and
secondary data. Primary data are obtained directly from the research object,
through the results of questionnaires distributed to respondents for further
processing. Secondary data are collected through journals, the Internet, and books
that have relevance to the study. The population of the study were customers who

have savings at tabungan simpedes PT Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen
Katamso, Medan. The samples of the study were 98 people by using Slovin
formula. The analysis method was descriptive analysis and multiple linear
regression analysis with a significance level of < 0.05.
F-test results showed that understanding customer expectation and
building service partnership were used to estimate customer satisfaction at
simpedes PT Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen Katamso, Medan .
Significant assay results t (t-test) showed that the variable which had a positive
and significant effect was building service partnership variable, while the
understanding customer expectation variable had a negative effect which was not
significant on customer satisfaction as well. Dominant variable was the building
service partnership. Results determinant coefficient (R2) was 0.632, which means
that relationship marketing variables had a close relationship to customer
satisfaction at PT Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen Katamso. Adjusted
R Square of 0.386 means that the value of 38.6% increase in customer satisfaction
at PT Bank Rakyat Indonesia (BRI), Tbk Unit Brigjen Katamso can be explained by
the variable of understanding customer expectation and building service
partnership, while the remaining 61.4% can be explained by other variables which
are not examined in this study.
Keywords :Understanding Customer Expectation, Building Service Partnership,

Customer Satisfaction.

ii
Universitas Sumatera Utara