Pengaruh Brand Image dan Customer Relationship Marketing terhadap Loyalitas Nasabah Perseroan Terbatas Bank Perkreditan Rakyat Nusantara Bona Pasogit 15 Tigabinanga

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan customer relationship marketing terhadap loyalitas nasabah Perseroan Terbatas Bank Perkreditan Rakyat Nusantara Bona Pasogit 15 Tigabinanga. Penelitian ini menggunakan data primer, Data Primer diperoleh dari jawaban terhadap serangkaian pernyataan dalam bentuk kuesioner kepada nasabah yang berjumlah 98 responden. Sampel penelitian menggunakan teknik purposive sampling dan juga dalam penelitian ini ditentukan dengan metode slovin yang berada di Perseroan Terbatas Bank Perkreditan Rakyat Nusantara Bona Pasogit 15 Tigabinanga. Adapun cara penyebaran kuesioner melalui beberapa lembar kuesioner dibagi kepada nasabah tersebut, dan juga ada melalui google form. Penelitian ini menggunakan teknik analisis regresi linier berganda. Berdasarkan hasil pengujian secara parsial Brand Image terhadap Loyalitas Nasabah menunjukkan bahwa ada pengaruh positif dan signifikan antara Brand Image terhadap Loyalitas Nasabah. Berdasarkan hasil pengujian secara parsial Customer Relationship Marketing terhadap Loyalitas Nasabah menunjukkan bahwa ada pengaruh positif dan signifikan antara Customer Relationship Marketing terhadap Loyalitas Nasabah. Berdasarkan hasil pengujian secara simultan bahwa antara Brand Image dan Customer Relationship Marketing terhadap Loyalitas Nasabah menunjukkan bahwa ada pengaruh positif dan signifikan antara antara Brand Image dan Customer Relationship Marketing terhadap Loyalitas Nasabah. This research aims to determine the influence of brand image and customer relationship marketing on customer loyalty of the Nusantara Bona Pasogit 15 Tigabinanga People's Credit Bank Limited Company. This research uses primary data. Prima1y data is obtained from answers to a series of statements in the form of a questionnaire to customers totaling 98 respondents. The research sample used a purposive sampling technique and also in this study was determined using the Slovin method at the Nusantara Bona Pasogit 15 Tigabi11anga People's Credit Bank Limited Company. The way to distribute the questionnaire is through several questionnaire sheets distributed to the customer, and also via Google form. This research uses multiple linear regression analysis techniques. Based on the results of partial testing of Brand Image on Customer Loyalty, it shows that there is a positive and significant influence between Brand Image and Customer Loyalty. Based on the results of partial' testing of Customer Relationship Marketing on Customer Loyalty, it shows that there is a positive a11d significant influence between Customer Relationship Marketing on Customer Loyalty. Based on the results of simultaneous testing, Brand Image and Customer Relationship Marketing on Customer Loyalty show that there is a positive and significant influence between Brand Image and Customer Relationship Marketing on Customer Loyalty.