ANALISIS PENGARUH MANAJEMEN RELASIONAL TERHADAP LOYALITAS NASABAH DENGAN KETERIKATAN NASABAH SEBAGAI VARIABEL INTERVENING

Waika Yury Elianto, Sri Murni Setyawati, Refius P Setyanto

Abstract


Masalah dalam penelitian ini adalah tentang loyalitas nasabah perbankan di Purwokerto. Penelitian ini bertujuan untuk  menguji dan menganalisis pengaruh customer relationship management dan customer engagement terhadap loyalitas nasabah, menguji dan menganalisis pengaruh customer relationship management terhadap customer engagement serta  menguji peran customer engagement sebagai variabel mediasi antara customer relationship management dengan loyalitas nasabah.  Penelitian dilakukan terhadap 144 nasabah prioritas Bank BCA Cabang Purwokerto.  Teknik analisis data yang digunakan adalah stuctural equation modelling (SEM) dengan softwate AMOS.  Kesimpulan dari penelitian ini adalah customer relationship management  dan customer engagement berpengaruh positif terhadap  loyalitas nasabah.   Customer relationship management  berpengaruh positif terhadap  customer engagement.  Customer engagement berfungsi sebagai variabel mediasi antara customer relationship management dengan  loyalitas nasabah.   

Kata Kunci : Manajemen relasional nasabah, keterikatan nasabah, loyalitas nasabah

Keywords


Manajemen relasional nasabah, keterikatan nasabah, loyalitas nasabah

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DOI: https://doi.org/10.32424/jeba.v21i4.1539

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