PENGARUH PEMASARAN RELASIONAL TERHADAP KEPUASAN NASABAH PADA PT. BANK MANDIRI (PERSERO) TBK. KCP MEDAN TITI PAPAN

This study aimed to determine the effect of Relational Marketing Customer Satisfaction at PT. Bank Mandiri (Persero) Tbk. KCP Medan Titi Papan. This research was conducted at PT. Bank Mandiri (Persero) Tbk. KCP Medan Titi Papan with a population of 2.124 people, so that samples obtained and used in this study 337 people. The data analysis technique used is multiple linear regression using the formula Y = a + b1X1 + b2X2 + b3X3 + b4X4 + e. After the questionnaires were analyzed, the regression equation Y = 0.569 + 0.114 X1 + 0.093 X2 + 0.306 X3 + 0.177 X4 which means that if the commitment, empathy, reciprocity and trust in a constant state then customer satisfaction is equal to 0.569. Subsequently obtained coefficient of determination (R2) of 0.879 (87.9%) in explaining the dependent variable is the customer satisfaction and the remaining 12.1% is affected by other factors beyond the variables in this study. To test this hypothesis, F test where the decision of F>Ftable, Ftable obtained by df 2 (N-k-1), obtained 337-5-1 = 331 and can be a value of 1.967. And the final results obtained value of 603.002 Fhitung greater than Ftable of 1.967 (603.002 Fhitung > Ftable 1.967) with a significant level of 0.000>0.05. Thus, it means this hypothesis is accepted. It can be concluded that there is a positive and significant influence between commitment, empathy, reciprocity and trust on customer satisfaction at PT. Bank Mandiri (Persero) Tbk. KCP Medan Titi Papan. This research was conducted at PT. Bank Mandiri (Persero) Tbk. KCP Medan Titi Papan.