Athar, Handry Sudiartha (2019) Pengaruh Customer Relationship Management (CRM) Terhadap Product Knowledge dan Loyalty Intention Pada Nasabah PT. Bank BNI Syariah Cabang Mataram. Jurnal Magister Manajemen Universitas Mataram, 8 (3). ISSN pISSN: 2621-7902, eISSN: 2548-3919
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Abstract
This study aims to determine the effect of Customer Relationship Management on Product Knowledge and Customer Loyalty Intention PT. Bank BNI Syariah Mataram Branch. And to find out the effect of Product Knowledge on Customer Loyalty Intention, PT. Bank BNI Syariah Mataram Branch. The type of research used is causality with a non purposive sampling technique. The population in this study is the customer of PT. Bank BNI Syariah Mataram Branch in the past year amounted to 100 respondents with data collection techniques using questionnaires. Data analysis uses path analysis with the help of Structural Equation Modeling (SEM) with AMOS Software. The results of the study show that; Customers Relationship Management (CRM) has a positive and significant effect on Product Knowledge at the BNI BNI Syariah Bank Branch. Product Knowledge has a positive and significant influence on consumer Loyalty Intention at the BNI BNI Syariah Bank Branch. Customers Relationship Management (CRM) has a positive and significant influence on consumer Loyalty Intention at the BNI BNI Syariah Bank Branch. Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship Management terhadap Product Knowledge dan Loyalty Intention Nasabah PT. Bank BNI Syariah Cabang Mataram. Serta untuk mengetahui pengaruhProduct Knowledge terhadap Loyalty Intention Nasabah PT. Bank BNI Syariah Cabang Mataram. Jenis penelitian yang digunakan adalah kausalitas dengan teknik non purposive sampling. Populasi dalam penelitian ini adalah Nasabah PT. Bank BNI Syariah Cabang Mataram dalam setahun terakhir berjumlah 100 responden dengan teknik pengumpulan data menggunakan kuesioner. Analisis data menggunkan analisis jalur dengan bantuan Structural Equation Modeling (SEM) dengan Software AMOS. Hasil penelitian menunjukkan bahwa; Customers Relationship Management (CRM) berpengaruh positif dan signifikan terhadap Product Knowledge pada Bank BNI Syariah Cabang Mataram. Product Knowledge memiliki pengaruh yang positif dan signifikan terhadap Loyalty Intention konsumen pada Bank BNI Syariah Cabang Mataram. Customers Relationship Management (CRM) memiliki pengaruh yang positif dan signifikan terhadap Loyalty Intention konsumen pada Bank BNI Syariah Cabang Mataram.
| Item Type: | Article |
|---|---|
| Keywords (Kata Kunci): | Customers Relationship Management (CRM), Product Knowledge dan Loyalty Intention |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Pascasarjana |
| Depositing User: | Dr Handry Sudiartha Athar,.MM |
| Date Deposited: | 13 Aug 2021 10:12 |
| Last Modified: | 13 Aug 2021 10:12 |
| URI: | http://eprints.unram.ac.id/id/eprint/23211 |
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