Pengaruh Customer Relationship Management Terhadap Loyalitas Nasabah Bank “X” Di Bandung

evan jaelani

doi:10.37151/jsma.v12i1.46

evan jaelani

DOI: https://doi.org/10.37151/jsma.v12i1.46

Keywords: CRM, sumberdaya manusia, proses, teknologi, loyalitas

Abstract

Penelitian ini bertujuan untuk menganalisis mengenai pengaruh Customer Relationship Management (CRM) yang terdiri dari sumberdaya manusia, proses dan teknologi terhadap loyalitas nasabah Bank “X” di Bandung. Teknik penarikan sampel yang digunakan adalah dengan metode accidental sampling. Data diperoleh dari 61 nasabah. Pengolahan data menggunakan analisis regresi berganda, hasil penelitian ini menunjukkan bahwa CRM yang terdiri dari sumberdaya manusia, proses, dan teknologi berpengaruh signifikan terhadap loyalitas nasabah. Sedangkan secara parsial hanya teknologi yang memiliki pengaruh tidak signifikan terhadap loyalitas nasabah, sedangkan sumberdaya manusia dan proses memiliki pengaruh signifikan terhadap loyalitas nasabah. Serta besarnya nilai koefisien determinasi adalah 92,6%, sisanya 7,4% dijelaskan oleh variabel-variabel lain yang tidak diteliti yang mungkin mempengaruhi loyalitas nasabah.

Kata Kunci : CRM, sumberdaya manusia, proses, teknologi, dan loyalitas.

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