Pengaruh Relationship Marketing dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada PT. Asuransi Jiwa Bersama Bumiputera 1912 Kantor Cabang Singaraja - ., I Gusti Ayu Alit Parwati; ., Ni Luh Wayan Sayang Telagawathi, S.E., M; ., Gede Putu Agus Jana Susila, S.E., MBA. (Jurnal Manajemen Indonesia, 2018)
Penelitian ini bertujuan untuk menguji pengaruh (1) relationship marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan (2) relationship marketing terhadap kepuasan pelanggan (3) relationship marketing terhadap loyalitas pelanggan dan (4) kepuasan pelanggan terhadap loyalitas pelanggan. Penelitian bersifat explanatory yang bermaksud menjelaskan kedudukan variabel-variabel yang diteliti serta hubungan dan pengaruh antar satu variabel dengan variabel lain. Metode pengumpulan data menggunakan kuesioner, yang kemudian dianalisis dengan menggunakan analisis jalur (path analysis). Hasil analisis menunjukkan bahwa (1) relationship marketing berpengaruh secara positif dan signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebesar 0,810 atau 81%, (2) relationship marketing berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan sebesar 0,795 atau 79,5%, (3) relationship marketing berpengaruh secara positif dan signifikan terhadap loyalitas pelanggan sebesar 0,428 atau 42,8% dan (4) kepuasan pelanggan berpengaruh secara positif dan signifikan terhadap loyalitas pelanggan sebesar 0,427 atau 42,7%. Kata Kunci : relationship marketing, kepuasan pelanggan dan loyalitas pelanggan This study aims to test the influence (1) relationship marketing to customer loyalty through customer satisfaction (2) relationship marketing to customer satisfaction (3) the influence of relationship marketing on customer loyalty and (4) customer satisfaction to customer loyalty. This explanatory research is intended to explain the position of the variables studied and the relationship and influence between one variable with other variables. Methods of data collection using questionnaires, which then analyzed by using path analysis. The results show that (1) relationship marketing has a positive and significant impact on customer loyalty through customer satisfaction of 0,810 or 81%, (2) relationship marketing has a positive and significant effect on customer satisfaction of 0.795 or 79.5%, (3) relationship marketing has a positive and significant impact on customer loyalty of 0.428 or 42.8% and (4) customer satisfaction has a positive and significant effect on customer loyalty of 0,427 or 42,7%. keyword : relationship marketing, customer satisfaction and customer loyalty