Relationship Marketing dan Brand Equity Mempengaruhi Loyalitas Nasabah Bank Syariah di Kota Surabaya
Authors: Ardianto Herwin 
Published: August 2022

ABSTRACT This study aims to prove the effect of relational marketing and brand equity on the loyalty of Islamic bank customers in Surabaya. This research was carried out through a quantitative approach by running a survey method by distributing questionnaires to 100 active customers of PT Bank Syariah Indonesia Tbk in the Surabaya City area. Analysis of the data obtained using the multiple linear regression method by SPSS program. Based on the test results, the regression equation Y = 3.009 + 0.160 X1 + 0.023 X2. The results of the partial significance test (t-test) it is known that the Relationship Marketing variable obtained the value of t count (2.304) > t table (1.982) with a regression coefficient of 0.160, it can be concluded that part there is a positive and significant influence between Relationship Marketing on the dependent variable namely the variable Customer Loyalty. In the partial significance test of the Brand Equity variable, the t value (2.304) > t table (1.982) with a regression coefficient of 0.393 can be concluded that part there is a positive and significant influence between Brand Equity on Customer Loyalty. The simultaneous significance test (F test) obtained a comparison of the calculated F value (95.543) which is greater than the F table (F (0.05.2/100) = 3.067. Thus, it can be concluded that there is a significant and simultaneous influence between Relationship Marketing and Brand Equity variables on the Customer Loyalty variable. Keywords : Relationship Marketing; Brand Equity; Customer Loyalty; Islamic BankCorrespondence to : herwin.ardianto@perbanas.ac.id ABSTRAKPenelitian ini bertujuan untuk membuktikan pengaruh dari pemasaran relasional dan ekuitas merek terhadap loyalitas nasabah bank syariah di Surabaya. Penelitian ini dilaksanakan melalui pendekatan kuantitatif dengan metode survey penyebaran kuesioner kepada 100 responden nasabah aktif PT Bank Syariah Indonesia Tbk area kota Surabaya. Analisa data yang diperoleh menggunakan metode regresi linier berganda program SPSS. Berdasarkan hasil pengujian didapatkan persamaan regresi Y = 3,009 + 0,160 X1 + 0,023 X2. Berdasarkan hasil uji signifikansi parsial (Uji t) diketahui pada variabel Relationship Marketing diperoleh nilai t hitung (2,304) > t tabel (1,982) dengan koefisien regresi sebesar 0,160, dapat disimpulkan bahwa secara parsial terdapat pengaruh positif dan signifikan antara Relationship Marketing terhadap variabel terikat Loyalitas Nasabah. Pada uji signifikansi parsial variabel Brand Equity diperoleh nilai t hitung (2,304) > t tabel (1,982) dengan koefisien regresi sebesar 0,393 sehingga dapat disimpulkan bahwa secara parsial terdapat pengaruh yang positif dan signifikan antara Brand Equity terhadap Loyalitas Nasabah. Pada uji signifikansi simultan (Uji F) diperoleh perbandingan nilai F hitung (95,543) lebih besar dari F tabel (F (0.05,2/100) = 3,067) dengan demikian dapat disimpulkan bahwa terdapat pengaruh yang signifikan dan simultan antara variabel Relationship Marketing dan Brand Equity terhadap variabel Loyalitas Nasabah. Kata Kunci : Pemasaran relasional; Ekuitas merek; Loyalitas Nasabah; Bank Syariah