PENGARUH IMPLEMENTASI CUSTOMER RELATIONSHIPMARKETING TERHADAP CUSTOMER LOYALTY PADA BANK RAKYATINDONESIA KANTOR CABANG BANDUNG MARTADINATA
| Main Author: | S, Reza Maulana |
|---|---|
| Format: | bachelorthesis doc-type Bachelors |
| Bahasa: | ind |
| Terbitan: |
, 2018
|
| Online Access: |
http://repository.unpad.ac.id/frontdoor/index/index/docId/8824 |
Daftar Isi:
- Customer relationship marketing merupakan suatu strategi perusahaan yangdigunakan untuk memanjakan pelanggan agar tidak berpaling kepada pesaing.Penerapan strategi CRM diharapkan dapat membuat pelanggan yang sudah adamenjadi setia kepada perusahaan, serta menarik calon pelanggan potensial untukkemudian menggunakan jasa perusahaan. Penelitian ini bertujuan untukmengetahui pengaruh customer relationship marketing terhadap customer loyaltypada Bank Rakyat Indonesia Kantor Cabang Bandung Martadinata. Padapenelitian ini, dimensi dari variabel customer relationship marketing adalah trust,commitment, communication dan conflict handling. Variabel customer loyaltydibagi menjadi empat dimensi yakni repeat purchase, refers other, membeliantarlini produk dan menunjukkan kekebalan dari daya tarik produk sejenis daripesaing. Dalam penelitian ini, jumlah sampel yang digunakan adalah 100responden. Survey dilakukan dengan menyebarkan kuesioner secara acak terhadapnasabah Bank BRI Kantor Cabang Bandung Martadinata. Analisis yang dilakukanuntuk dapat menjawab hipotesis penelitian ini adalah analisis regresi. Analisis inimencakup: validitas dan reliabilitas, normalitas, serta pengujian hipotesis melaluiuji-t. Dari analisis tersebut diperoleh hasil analisis berupa koefisien regresicustomer relationship marketing sebesar 0,986 yang artinya setiap kenaikancustomer relationship marketing sebesar satu satuan akan menyebabkan kenaikanpada customer loyalty sebesar 0,986 satuan. R square yang didapatkan dari hasilanalisis regresi adalah sebesar 0,993 yang artinya customer relationshipmarketing mampu menjelaskan 99,3% variasi customer loyalty Bank BRI KantorCabang Bandung Martadinata, dan sisanya sebesar 0,7% dipengaruhi faktor lainyang tidak dibahas pada penelitian ini. Customer relationship marketing is a company strategy utilized for giving the bestto the customers so the customers won’t turn away to the competitors. The CRMstrategy application can make the existing customers become loyal to thecompany and can attract potential customers to use the company’s service. Thisresearch aims to describe the effect of customer relationship marketing oncustomer loyalty in Bank BRI Bandung Martadinata Branch Office. In thisresearch, the dimensions of customer relationship marketing are trust,commitment, communication and conflict handling. The dimensions of customerloyalty variable are repeat purchase, refers other, purchasing other lines of productand showing resistance from the attraction of similar product from competitors. Inthis research, the total number of samples used is 100 respondents. Survey wasconducted by spreading out questionnaire randomly to the customers of Bank BRIBandung Martadinata Branch Office. The analysis conducted to answer thehypothesis in this research is regression analysis. This analysis includes: validityand reliability, normality and hypothesis test through t-test. The result shows thatcustomer relationship marketing has regression coefficient of 0,986 which meansevery one-point increase in customer relationship management results in anincrease of customer loyalty by 0,986 point. The result also shows an r-square of0,993 which means that customer relationship marketing is able to explain 99,3%variance of customer loyalty in Bank BRI Bandung Martadinata Branch Office,and the remaining 0,7% is not explained in this research.