Title : THE INFLUENCE OF COMMUNITY DEVELOPMENT, RELATIONSHIP QUALITY, REPUTATION, FUNCTIONAL VALUE AND SATISFACTION ON INCREASING LOYALTY OF SMALL AND MEDIUM ENTERPRISES AS GUIDED PARTNERS IN BUMN BANK IN THE CITY OF SURABAYA
Author : Holmes Rolandy Kapuy
Item Type : Thesis (Dissertation)
Abstract
This study analyzes the increase in loyalty of fostered partners at state-owned banks in the city of Surabaya which is influenced by the concept of CSR (corporate social responsibility), namely community development. Community development is used as a strategy to increase loyalty by identifying the benefits and needs of fostered partners for businesses that are run based on relationship quality, reputation, functional value and satisfaction provided by the bank. The sample used in this research was 180 fostered partners from state-owned banks in the city of Surabaya. Sampling used Simple Random Sampling because all samples were homogeneous and sampling was carried out randomly using available data. Data processing in this research uses Structure Equation Modeling with AMOS Graph version 22 to analyze hypothesis relationships as well as reliability and validity. The research results show that community development can create relationship quality and identify functional value to increase the loyalty of fostered partners to the bank. Increased loyalty of fostered partners, because the community development strategy can meet needs and provide real benefits for the development of the business being run. The loyalty of fostered partners is identified based on the influence of the variables relationship quality, reputation, functional value and satisfaction. These four variables have shown a significant influence on the benefits of community development in increasing the loyalty of fostered partners towards the bank.
Uncontrolled Keywords: community development, relationship quality, reputation, functional value, satisfaction, loyalty
