PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM), DIGITALISASI PERBANKAN DAN KUALITAS LAYANAN TERHADAP LOYALITAS NASABAH BANK BRI CABANG AMPELGADING KABUPATEN PEMALANG (Studi Kasus Nasabah Bank Bri Cabang Kabupaten Pemalang )
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Institusion

Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah

Author

Noviana, Poppy Budi

Subject

HG Finance 

Datestamp

2024-03-25 05:09:26 

Abstract :
Abstract This research aims to determine the influence of Customer Relationship Management (CRM), Banking Digitalization and Service Quality on Customer Loyalty at BRI Bank Ampelgading Branch, Pemalang Regency. This research method uses quantitative methods. The population of this research are all BRI Bank customers in the Ampelgading Branch. The sample taken was 100 respondents using a purposive sampling model. Research data collection uses primary data. The analysis tool uses SPSS statistics 24. The research results show that the influence of Customer Relationship Management (CRM) and Service Quality have a significant effect on Customer Loyalty. Meanwhile, the Banking Digitalization variable has no significant effect on Customer Loyalty. Keywords: Customer Relationship Management (CRM), Banking Digitalization, and Service Quality, Customer Loyalty 

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