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All Journal Journal of Economic, Bussines and Accounting (COSTING) Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis
Pamuji Hari Santoso
Sekolah Tinggi Ilmu Ekonomi Pelita Indonesia
Economics, Econometrics & Finance

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PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN SERVICE QUALITY DALAM UPAYA PENINGKATAN KEPUASAN DAN LOYALITAS NASABAH BANK CENTRAL ASIA KOTA PEKANBARU Evelyn Wijaya; Asmara Hendra Komara; Pamuji Hari Santoso; Warnadi Warnadi
Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis Vol 4 No 2 (2019): Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

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Abstract

Customer Relationship Management (CRM) and service quality are marketing strategies undertaken to create and maintain good relationships with customers and reduce the possibility of customers switching to other banks. Banks that are able to create good relationships with customers will encourage customer loyalty. The purpose of this research is to analyze the effect of CRM and service quality on increasing customer satisfaction and loyalty of Bank Central Asia Pekanbaru City. The population used were all customers of Bank Central Asia Pekanbaru City. The sample used was 225 customers using a purposive sampling method. The data analysis technique used is multiple linear regression analysis using the SmartPLS 3.0. The results stated that CRM and service quality have a positive effect on customer satisfaction, CRM has no effect on customer loyalty but service quality showed a positive effect on customer loyalty, customer satisfaction ultimately has a positive effect on customer loyalty. This explains that the application of the right CRM can encourage increased customer satisfaction and loyalty of banking customers and minimize switching to other banks. Customer Relationship Management (CRM) dan kualitas pelayanan merupakan strategi pemasaran yang dilakukan untuk menciptakan dan mempertahankan hubungan yang baik dengan nasabah serta mengurangi adanya kemungkinan nasabah beralih ke perbankan yang lain. Perbankan yang mampu menciptakan hubungan yang baik dengan nasabah maka akan mendorong peningkatan loyalitas nasabah. Adapun tujuan penelitian ini adalah untuk menganalisa pengaruh antara CRM dan kualitas pelayanan terhadap peningkatan kepuasan dan loyalitas nasabah Bank Central Asia Kota Pekanbaru. Populasi yang digunakan dalam penelitian ini adalah seluruh nasabah Bank Central Asia Kota Pekanbaru. Sampel yang digunakan dalam penelitian ini adalah sebanyak 225 nasabah dengan menggunakan metode purposive sampling. Teknik analisa data yang digunakan adalah analisa regresi linear berganda dengan menggunakan alat bantu program SmartPLS 3.0. Hasil penelitian menyatakan bahwa CRM dan kualitas pelayanan berpengaruh positif terhadap kepuasan nasabah, CRM tidak berpengaruh terhadap loyalitas nasabah namun kualitas pelayanan memperlihatkan pengaruh positif terhadap loyalitas nasabah, kepuasan nasabah pada akhirnya berpengaruh positif terhadap loyalitas nasabah. Hal ini menjelaskan bahwa penerapan CRM yang tepat mampu mendorong peningkatan kepuasan dan loyalitas nasabah perbankan serta meminimalisir nasabah beralih ke perbankan lainnya.
Analisis Pengaruh Harga, Citra Merek, dan Kredibilitas Perusahaan terhadap Niat Membeli Konsumen pada Produk Kawasaki di Kota Yogyakarta Pamuji Hari Santoso
COSTING : Journal of Economic, Business and Accounting Vol 1 No 2 (2018): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (734.331 KB) | DOI: 10.31539/costing.v1i2.208

Abstract

The low sales of Kawasaki motorcycles in comparison with its competitors leads to further analysis of the factors that influence it. This study aims to determine the effect of price, brand image, and the credibility of the company to purchase intentions. The population in this study is the entire population or people who live in the region of Yogyakarta. Convenience sampling is the researchers choice in sampling. For data collection, the authors disseminate 250 questionnaires to the respondents, but only 217 data is feasible to use. The analytical tool used is the test of validity and reliability, multiple regression, classical assumptions and double determination. The results show that there is influence of price, brand image and credibility of the company towards consumers purchase intention on Kawasaki products in Yogyakarta city. Keywords: Price, Brand Image, Corporate Credibility, and Intention to Buy
Co-Authors Asmara Hendra Komara Evelyn Wijaya Warnadi, Warnadi