TY  - JOUR
T1  - The Analysis of Relationship Marketing Influence on Loyalty
Through Customer Satisfaction of Martabe Savings by
Bank of Sumatera Utara in Medan
AU - Rini, Endang Sulistya AU - Absah, Yeni 
JO  - The Social Sciences
VL  - 13
IS  - 4
SP  - 877
EP  - 882
PY  - 2018
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2018.877.882
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2018.877.882
KW  - Relationship marketing
KW  -satisfaction
KW  -customer loyalty
KW  -strategy
KW  -insignificant effect
KW  -descriptive
AB  - Business competition requires company to improve quality of service to achieve customer loyalty
after creating customer satisfaction. Loyal customers are consistent source of income of company through
repeated purchases and reduced cost by lowering promotion cost to increase profits. Customer satisfaction
cannot be achieved for granted it requires a long process, one of them through relationship marketing strategy.
By providing satisfaction to customers, then customer loyalty will be built. The study design is descriptive
quantitative and the study population is Martabe savings customers of Sumatra Utara Bank in Medan with a
total sample of 150 customers. Respondents were determined by accidental sampling method. Descriptive
statistical analysis is used as analytical tool and path analysis is used to test hypothesis. The results show that
relational marketing strategy consists of trust, bonding, empathy and reciprocity have simultaneous positive
and significant influence on satisfaction and loyalty of Martabe savings customers of Sumatra Utara Bank in
Medan. Partially, trust has no significant influence on customer satisfaction, bonding has positive and
significant effect on customer satisfaction and empathy has positive and significant impact on customer
satisfaction reciprocity has positive and significant influence on customer satisfaction. Trust and empathy have
positive and significant impact on customer loyalty while bond and reciprocity have positive and insignificant
effect on customer loyalty and customer satisfaction has positive and significant effect on customer loyalty.
ER  -