Digital Library: No conditions. Results ordered -Date Deposited. 2024-03-29T10:38:36ZEPrintshttp://digilib.unila.ac.id/images/sitelogo.pnghttp://digilib.unila.ac.id/2017-10-19T02:53:49Z2017-10-19T02:53:49Zhttp://digilib.unila.ac.id/id/eprint/28674This item is in the repository with the URL: http://digilib.unila.ac.id/id/eprint/286742017-10-19T02:53:49ZPENGARUH DIMENSI CUSTOMER RELATIONSHIP MARKETING
(CRM) TERHADAP LOYALITAS NASABAH PADA PT
BANK RAKYAT INDONESIA KANTOR CABANG
TANJUNG KARANG BANDARLAMPUNGPenelitian ini bertujuan untuk menguji pengaruh dimensi customer relationship
marketing (CRM) terhadap loyalitas nasabah pada PT Bank Rakyat Indonesia
Kantor Cabang Tanjung Karang Bandarlampung. Dimensi CRM yang diteliti
meliputi kepercayaan (X1), komitmen (X2), komunikasi (X3), penyelesaian
masalah (X4) dan kompetensi (X5).
Penelitian ini mengggunakan kuesioner sebagai alat ukur. Pengambilan sampel
dalam penelitian ini menggunakan teknik purposive sampling dan metode yang
digunakan adalah analisis regresi linier berganda. Responden dalam penelitian
ini adalah nasabah aktif PT BRI Kantor Cabang Tanjung Karang yang
menggunakan layanan BRI lebih dari 6 bulan. Jumlah responden yang diteliti
sebanyak 150 orang.
Berdasarkan hasil penelitian diperoleh hasil bahwa dimensi customer
relationship marketing yang terdiri dari kepercayaan, komitmen, komunikasi,
penyelesaian masalah, dan kompetensi berpengaruh positif signifikan terhadap
loyalitas nasabah PT BRI Kantor Cabang Tanjung Karang. Dimensi
kompetensi memiliki pengaruh terbesar dan dimensi komunikasi memiliki
pengaruh terkecil terhadap loyalitas nasabah PT BRI Kantor Cabang Tanjung
Karang.
Pada penelitian selanjutkan disarankan agar meneliti variabel dimensi lainnya
dari customer relationship marketing dan menggunakan metode penelitian lain
seperti metode Simultaneous Equation Modeling (SEM)
Kata Kunci: Customer Relationship Marketing, Kepercayaan, Komitmen,
Komunikasi, Penyelesaian Masalah, Kompetensi, Loyalitas Nasabah.
abstract
This study aimed to examine the effect of the dimensions of Customer
Relationship Marketing (CRM) on Customer Loyalty at PT Bank Rakyat
Indonesia Tanjung Karang Branch Bandar Lampung. Dimension CRM
examined included Trust (X1), Commitment (X2), Communication (X3),
Problem Solving (X4) and Competence (X5).
This research use traditional questionnaire as a measuring tool. The samples in
this study usingtechnique purposive sampling and the method used is multiple
linear regression analysis. Respondents in this study are active customers of PT
BRI Branch Office Tanjung Karang who use the BRI service for more than 6
months. The number of respondents who researched many as 150 people.
Based on the research results that the dimension of customer relationship
marketing consisting of trust, commitment, communication, problem solving,
and the competence of a significant positive effect on customer loyalty PT BRI
Branch Office Tanjung Karang. Dimensions of competence have the greatest
influence and dimension of communication has the smallest influence on
customer loyalty PT BRI Branch Office Tanjung Karang.
In the study suggested that examines variables selanjutkan other dimensions of
customer relationship marketing and other research methods such as the
method of Simultaneous Equation Modeling (SEM)
Keywords: Customer Relationship Marketing, Trust, Commitment,
Communication, Problem Solving, Competence, Customer Loyalty. 1011011081 IDEALSON ROHDEARMA SARAGIHidealsonsaragih@gmail.com