Pengaruh Customer Relationship Marketing dan Customer Value terhadap Loyalitas Nasabah Bank Sumut Medan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Marketing (CRM) dan Customer Value terhadap loyalitas nasabah di Bank Sumut Medan. Penelitian ini menggunakan data primer yang diperoleh dari jawaban kuesioner yang disebarkan kepada 99 responden nasabah. Sampel penelitian dipilih dengan teknik purposive sampling, sementara jumlah sampel ditentukan menggunakan metode Slovin. Pengumpulan data dilakukan melalui kuesioner fisik dan Google Form yang dibagikan kepada nasabah PT. Bank Sumut Kantor Pusat Medan. Penelitian ini menggunakan metode analisis regresi linier berganda untuk menguji hubungan antar variabel. Hasil uji parsial menunjukkan bahwa Customer Relationship Marketing berpengaruh positif dan signifikan terhadap loyalitas nasabah. Demikian pula, Customer Value terbukti memiliki pengaruh positif dan signifikan terhadap loyalitas nasabah. Selain itu, hasil uji simultan menunjukkan bahwa Customer Relationship Marketing dan Customer Value secara bersama-sama berpengaruh positif dan signifikan terhadap loyalitas nasabah. Implikasi penelitian ini menegaskan bahwa strategi CRM yang efektif serta peningkatan Customer Value dapat meningkatkan loyalitas nasabah. Oleh karena itu, Bank Sumut disarankan untuk memperkuat hubungan dengan nasabah melalui program loyalitas, layanan yang lebih personal, serta peningkatan nilai layanan agar nasabah tetap setia menggunakan layanan perbankan. This study aims to analyze the influence of Customer Relationship Marketing (CRM) and Customer Value on customer loyalty at Bank Sumut Medan. This study used primary data obtained from questionnaire answers distributed to 99 customer respondents. The research sample was selected by purposive sampling technique, while the number of samples was determined using the Slovin method. Data collection was carried out through physical questionnaires and Google Forms which were distributed to customers of PT. Bank of North Sumatra Medan Head Office. This study uses the multiple linear regression analysis method to test the relationship between variables. The results of the partial test show that Customer Relationship Marketing has a positive and significant effect on customer loyalty. Similarly, Customer Value has proven to positively and significantly influence customer loyalty. In addition, the results of simultaneous tests show that Customer Relationship Marketing and Customer Value together have a positive and significant effect on customer loyalty. The implications of this study confirm that an effective CRM strategy and increased Customer Value can increase customer loyalty. Therefore, Bank Sumut is advised to strengthen customer relationships through loyalty programs, more personalized services, and increased service value so that customers remain loyal to banking services.