PENGARUH KOMUNIKASI PERSUASIF CUSTOMER RELATIONSHIP MANAGEMENT BANK BNI CABANG FATMAWATI TERHADAP LOYALITAS NASABAH EMERALD

PARAMESWARI, KIRANTI and Lionardo, Andries and Saraswati, Erlisa (2024) PENGARUH KOMUNIKASI PERSUASIF CUSTOMER RELATIONSHIP MANAGEMENT BANK BNI CABANG FATMAWATI TERHADAP LOYALITAS NASABAH EMERALD. Undergraduate thesis, Sriwijaya University.

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Abstract

This study, entitled "The Influence of Persuasive Communication in Customer Relationship Management at BNI Bank Fatmawati Branch on Emerald Customer Loyalty," aims to examine persuasive communication and customer loyalty at BNI Bank, as well as to determine whether persuasive communication has an influence on customer loyalty. The theoretical framework utilized in this research includes the Persuasive Communication in Customer Relationship Management theory developed by Soegoto (2008) and the Customer Loyalty theory by Kotler & Keller (2017). Employing an explanatory quantitative method, data were collected through the distribution of questionnaires to 100 respondents. The findings reveal that the level of influence of persuasive communication conducted by the customer relationship management at BNI Bank Fatmawati Branch on Emerald customer loyalty is 42.8%. Key Word : Persuasive Communication, Customer Loyalty

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Persuasif, Loyalitas Nasabah
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Kiranti Parameswari
Date Deposited:	23 Sep 2024 03:55
Last Modified:	23 Sep 2024 03:55
URI:	http://repository.unsri.ac.id/id/eprint/157856

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