ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PENGGUNA BRI MOBILE DI KABUPATEN BANYUASIN)

SUMANTRI, PONDA and Utama, Yadi (2024) ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PENGGUNA BRI MOBILE DI KABUPATEN BANYUASIN). Undergraduate thesis, Sriwijaya University.

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Abstract

With the widespread use of information technology at this time, it also influences business processes in various industrial environments, one of which is the banking industry. BRI Bank is one of the banks that utilizes information technology to improve services by presenting a mobile BRI system that can be used anywhere in the hope of meeting the needs of BRI Bank customers. Therefore, this research was conducted to determine the effect of CRM on customer loyalty which is mediated by customer satisfaction in Banyuasin Regency. The method used in this research is quantitative with a sampling technique using simple random sampling. Data was taken from 100 BRI Mobile user respondents in Banyuasin Regency who were determined using the Lemeshow formula. The results of this research show that there is a significant influence between the CRM variable on the customer satisfaction variable, and the CRM variable has a significant influence on the customer loyalty variable, and customer satisfaction as a mediating variable has a significant influence on the relationship between CRM and customer loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Customer Relationship Management (CRM), Kepuasan Nasabah, Loyalitas Nasabah
Subjects:	T Technology > T Technology (General) > T58.4 Managerial control systems Information technology. Information systems (General)
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Ponda Sumantri
Date Deposited:	10 Jul 2024 06:02
Last Modified:	10 Jul 2024 06:02
URI:	http://repository.unsri.ac.id/id/eprint/146479

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