ANALISIS PENGARUH KEPERCAYAAN, KOMITMEN, KOMUNIKASI, DAN PENANGANAN KELUHAN TERHADAP LOYALITAS NASABAH BANK MANDIRI, CABANG YOGYAKARTA
Abstract
This research is motivated by the phenomenon of competition in the banking industry in order to gain customer loyalty. Quite a large number of banks especially in the area of Yogyakarta, create a branch of Bank MANDIRI Yogyakarta the need to maintain and improve new strategies to retain customers to remain loyal even increase the number of customers. Bank MANDIRI Yogyakarta Branch should be able to satisfy existing customers and create new customers, if want to win the competition and become market leader in the banking industry, especially in the area Yogyakarta. This study aims to determine how much influence the Trust, Commitment, Communication, and the Handling of Complaints on Customer Loyalty at Bank MANDIRI, Yogyakarta. Sampling method used in this research is the nonprobability sampling uses is purposive sampling, The total in this research 100 respondents who is a User of the product, Bank MANDIRI Branch Yogyakarta. The data are collected using questionnaire. The Technical analysis in this study using Linear regression analysis using SPSS softwere 21. The results of this study show that the Consumer Confidence has a positive and significant impact on the Customer Loyalty. Bank commitments has a positive and significant impact on the Customer Loyalty. Bank of Communications has a positive and significant impact on the Customer Loyalty. Handling Complaints has a positive and significant impact on the Customer Loyalty