DIAR ADIKSAN SUBEKTI (2016) ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KEPUASAN DAN LOYALITAS NASABAH DI BPRS BAROKAH DANA SEJAHTERA. S1 thesis, Universitas Muhammadiyah Yogyakarta.
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Abstract
*48 ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship Management (ekuitas nilai, ekuitas merk, ekuitas relasional) terhadap loyalitas nasabah, dimana kepuasan nasabah sebagai variabel moderating di BPRS Barokah Dana Sejahtera Yogyakarta.
Data yang digunakan dalam penelitian ini adalah merupakan data primer, yang berupa angka. Data diperoleh dari kuisioner yang diberikan kepada nasabah BPRS Barokah Dana Sejahtera. Pengambilan sample dalam penelitian ini menggunakan metode Simple Random Sampling dengan jumlah sample sebanyak 100 nasabah. Metode analisis data dilakukan dengan menggunakan analisis regresi linear berganda, dan analisis data dilakukan 2 tahap; pertama, analisis dilakukan tanpa variabel moderating; kedua, analisis dilakukan dengan variabel moderating.
Hasil penelitian ini menunjukan bahwa variabel ekuitas nilai mempunyai pengaruh positif dan signifikan terhadap loyalitas nasabah (0,000 < 0,05), ekuitas merk mempunyai pengaruh positif dan signifikan terhadap loyalitas nasabah (0,000 < 0,05), ekuitas relasional mempunyai pengaruh positif dan signifikan terhadap loyalitas nasabah (0,000 < 0,05). Setelah kepuasan nasabah digunakan untuk memoderasi variabel independen, hasilnya adalah variabel ekuitas nilai tidak mempunyai pengaruh terhadap loyalitas nasabah (0,160 > 0,05), ekuitas merk tidak mempunyai pengaruh terhadap loyalitas nasabah (0,885 > 0,05), ekuitas relasional tidak mempunyai pengaruh terhadap loyalitas nasabah (0,262 > 0,05).
Kata Kunci: Customer Relationship Management, Kepuasan Nasabah, Loyalitas Nasabah
ABSTRACT
This research aims to determine the effect of Customer Relationship Management (value equity, brand equity, relation equity) on customer loyalty which is customer satisfaction as moderating variables in the BPRS Barokah Dana Sejahtera.
Data in this research was a primary data, which is a numeral data. Data was obtained from a questionnaire that was given to customer in BPRS Barokah Dana Sejahtera. Sampling method in this research using simple random sampling with total sample of 100 customers. Data analysis method using multiple linear regression, analysis done in two stages; First, the analysis is done without the moderating variables; second, the analysis is done with moderating variables.
The result of this research showed that value equity has a positive and significant impact on customer loyalty (0,000 < 0,05), brand equity has a positive and significant impact on customer loyalty (0,000 < 0,05), relation equity has a positive and significant impact on customer loyalty (0,000 < 0,05). After the customer satisfaction used to moderating the independent variables, the result is value equity variables has no effect on customer loyalty (0,160 > 0,05), brand equity has no effect on customer loyalty (0,885 > 0,05), relation equity has no effect on customer loyalty (0,262 > 0,05).
Keyword : Customer Relationship Management, Customer Satisfaction, Customer Loyalty.
Item Type: | Thesis (S1) |
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Uncontrolled Keywords: | *48 CUSTOMER RELATIONSHIP MANAGEMENT, CUSTOMER SATISFACTION, CUSTOMER LOYALTY. |
Divisions: | Fakultas Agama Islam > Ekonomi Syariah S1 |
Depositing User: | Unnamed user with email robi@umy.ac.id |
Date Deposited: | 17 Jan 2022 03:10 |
Last Modified: | 17 Jan 2022 03:10 |
URI: | https://etd.umy.ac.id/id/eprint/26718 |