PENGARUH CUSTOMER RELATIONSHIP MARKETING DAN NILAI NASABAH TERHADAP LOYALITAS NASABAH (Studi Kasus: Pada PT Bank Muamalat Cabang Jambi)
ABSTRACT: This study analyzes
of the effect of customer relationship marketing and customer value to customer
loyalty. The object of this study is the Jambi branch of Bank Muamalat
Indonesia. Research problem refers to the phenomenon of the business to the
criticism and suggestions received from the ministry of consumer behavior
refers to rumsan problem How to Influence Customer relationship marketing on
customer loyalty. The research objective was formulated to seek answers to the
flow that affect customer loyalty. Models that were formulated in this study
aims to provide a critical understanding of the concept and measurement of
customerloyalty. Researchers incorporate elements of customer relationship
marketing as an antecedent and have significant consequences for customer
loyalty. In addition to a theoretical modeling, this study has formulated two
hypotheses. The method has been selected purposively to obtain the required
data in this study. The study used 100 respondents, and all respondents were
clients of Bank Muamalat Indonesia Branch Jambi. Data analysis using
descriptive qualitative and verification by the independent variable (X) costomer
relationship marketing, (Y) is loyalty, multiple regression using a
computerized program SPSS for widows Release10.untuk see the influence of each
of the variables that affect customer loyalty. The results of this study
indicate that the costomer relationship marketing, and customer value in the
show with a value of R Square, 747 or 74.7% positively affect customer loyalty
Jambi branch of Bank Muamalat Indonesia.
Penulis: Harniza Harun
Kode Jurnal: jpmanajemendd110330
