PENGARUH IMPLEMENTASI RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BANK QNB KESAWAN, Tbk CABANG PEMATANGSIANTAR

This research is done by using quantitative descriptive and qualitative descriptive. The population in this
research are the 30 customer ot PT. Bank QNB Kesawan, Tbk Branch office Pematangsiantar. The research
variable consisted of independent variable in the forn of the implementation relationship marketing, and
customer loyalty as the dependent variable. Data was colleted through observation, questionnaires, interviews
and documentation. Data analysis technic is using simple linear regression, coefficient of correlation and
determination, and hypothesis test.
The result of this research showed us: 1) Implementation of relationship marketing and customer loyalty
is good at PT. Bank QNB Kesawan, Tbk Branch office Pematangsiantar already high. 2) The results of
regression testing is Ŷ = 12,803 + 0,376X, means this research have a positive between of the implementation
relationship marketing on customer loyalty. 3) correlation analysis and value r = 0,772 it means there is a
strongs and postive implementasi relationship marketing and customer loyalty, then the value of the coefficient of
determination (KD) 0,596. The level of customer loyalty can be explained by the implementation relationship
marketing by 59,6%. 4) Hypothesis Ho is rejected and H
a
is accepted, meaning that the implementation
relationship marketing has positive and significantly to customer loyalty at Bank QNB kesawan, Tbk Branch
office Pematangsiantar.