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All Journal Contemporary Islamic Economic and Business Review
Nur Aini, Shiska
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Economics, Econometrics & Finance

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Examining the Impact of Customer Relationship Management and Digital Marketing on Customer Choice: Evidence from Bank Muamalat Cirebon City Nur Aini, Shiska; Saefulloh, Eef; Haida, Nur
CIEBER: Contemporary Islamic Economic and Business Review Vol. 2 No. 1 (2026): Kinerja Keuangan Lembaga Keuangan Syariah
Publisher : Fakultas Ekonomi dan Bisni Islam UIN Siber Syekh Nurjati Cirebon

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Abstract

This study aims to determine the effect of customer relationship management and digital marketing on customers' decisions in choosing Bank Muamalat KC Sumber. This study uses a quantitative approach with simple random sampling, a sample size of 100 respondents, and data analysis conducted using SmartPLS 4. The results of the study indicate that the Customer Relationship Management variable has a partially significant effect on customers' decisions, whereas the Digital Marketing variable does not. Furthermore, simultaneously, both independent variables have a significant effect on customers' decisions, with a contribution of 64.7%. Further research is expected to broaden the scope by adding variables used as decision- making factors, thereby enabling an increase in customers choosing Islamic banks.
Co-Authors Nur Haida Saefulloh, Eef