PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIANSTUDI KASUS: BNI KCP UNIVERSITAS BRAWIJAYA MALANG

Sang Arya Wiratama (Jurusan Administrasi Niaga, Program Studi Manajemen Pemasaran)
Fullchis Nurtjahyani (Jurusan Administrasi Niaga, Program Studi Manajemen Pemasaran)

Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi (JEBIMAN)
Vol. 2 No. 4 (2024): JEBIMAN: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi

In improving and enhancing services to consumers, business organizations must continue to innovate in maintaining the satisfaction of existing customers. The best way to build relationships with customers can be realized by building customer relationship management. In general, the aim of this research is to find out whether customer relationship management and service quality simultaneously influence customer purchasing decisions at BNI KCP Universitas Brawijaya Malang. The approach in this research is a quantitative approach using multiple linear regression analysis methods. Based on the research results, it is known that customer relationship management partially has a positive and significant effect on purchasing decisions, and service quality also partially has a significant effect on purchasing decisions at BNI KCP Universitas Brawijaya Malang. Furthermore, if tests are carried out on these two variables, it is known that customer relationship management and service quality together have a positive and significant effect on purchasing decisions at BNI KCP Universitas Brawijaya Malang