ABSTRACTION

Imaduddin Ash Shiddiqie (2019) THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN PT BANK BRI KCU BANJARMASIN

Customer loyalty to companies and products (goods or services) offered is influenced by Customer Relationship Management (CRM). Customer relationship management is the process of managing detailed information about individual customers and all customer contact points carefully to maximize customer loyalty. This study aims to analyze the influence of Customer Relationship Management based on human aspects, process aspects, and technological aspects of customer satisfaction and customer loyalty.

The type of research used is explanatory research, which is a study that highlights inter-variables and tests hypotheses that have been formulated. The research location is PT Bank BRI KCU Banjarmasin. Banjarmasin KCU Bank. The sample presented in the study was 140 customers. Data analysis techniques were carried out using multiple linear regression analysis.

The results showed that Customer Relationship Management based on human aspects, process aspects, and technological aspects had a significant effect on customer satisfaction, and customer loyalty.

Keywords: Human Aspects, Process Aspects, Technology Aspects, Customer Satisfaction, Customer Loyalty

ABSTRAKSI

Imaduddin Ash Shiddiqie (2019) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KEPUASAN NASABAH DAN LOYALITAS NASABAH PADA PT BANK BRI KCU BANJARMASIN

Loyalitas nasabah terhadap perusahaan dan produk (barang atau jasa) yang ditawarkan dipengaruhi oleh Customer Relationship Management (CRM). Manajemen hubungan pelanggan (customer relationship management) adalah proses mengelola informasi rinci tentang nasabah perorangan dan semua titik kontak nasabah secara seksama untuk memaksimalkan loyalitas nasabah. Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management berdasarkan aspek manusia, aspek proses, dan aspek teknologi terhadap kepuasan nasabah dan loyalitas nasabah.

Jenis penelitian yang digunakan adalah penelitian explanatory, yaitu suatu penelitian yang menyoroti antar variabel dan menguji hipotesis yang telah dirumuskan. Lokasi penelitian adalah PT Bank BRI KCU Banjarmasin. Bank KCU Banjarmasin. Sampel yang dikemukakan dalam penelitian adalah sebanyak 140 orang nasabah. Teknik analisis data dilakukan dengan menggunakan analisis regresi linear berganda.

Hasil penelitian menunjukkan bahwa Customer Relationship Management berdasarkan aspek manusia, aspek proses, dan aspek teknologi berpengaruh signifikan terhadap kepuasan nasabah, dan loyalitas nasabah.

Kata Kunci: aspek manusia, aspek proses, aspek teknologi, kepuasan nasabah, loyalitas nasabah