Pengaruh Manajemen Hubungan Pelanggan Terhadap Kepuasan Serta Dampaknya Pada Loyalitas (Survei Pada Nasabah Bpr.tugu Artha, Kota Malang)

Jun Rachmawati Harum • Srikandi Kumadji • Muhammad Kholid Mawardi

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(Bahasa Indonesia, 11 pages)

Abstract

This research aims to determine : the effect of Customer Relationship Management to the satisfaction, the effect of Customer Relationship Management to Loyalty, the effect of satisfaction on loyalty .This research method used in this study is explanatory research with quantitative approach. The total sample is 116 respondents who are customers of Bank Perkreditan Rakyat (BPR) Tugu Artha Malang. The sampling technique used purposive sampling technique. Data collection methods used in this study by distributing questionnaires. Analysis of the data used is descriptive analysis and path analysis.The results of this research found that: variable MHP significantly affect the satisfaction demonstrated with a probability value of 0.000, the path coefficient of 0.573 and a contribution of determination of 32.8%, MHP variables significantly affect loyalty, proven with a probability value of 0.000, the path coefficient of 0.730 and a contribution of determination of 53.2%, The satisfaction variables significantly affect loyalty, proven with a probability value of 0.000, the path coefficient of 0.593 and a contribution of determination of 35.2%.Based on these results it is suggested BPR Artha Tugu Malang is able to maintain and improve the implementation of Customer Relationship Management in order to make customers feel satisfied and then have an impact on customer loyalty.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more