ANALISIS PENGARUH MANAJEMEN RELASIONAL TERHADAP LOYALITAS NASABAH DENGAN KETERIKATAN NASABAH SEBAGAI VARIABEL INTERVENING

Abstract

Abstrak Masalah dalam penelitian ini adalah tentang loyalitas nasabah perbankan di Purwokerto. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh customer relationship management dan customer engagement terhadap loyalitas nasabah, menguji dan menganalisis pengaruh customer relationship management terhadap customer engagement serta menguji peran customer engagement sebagai variabel mediasi antara customer relationship management dengan loyalitas nasabah. Penelitian dilakukan terhadap 144 nasabah prioritas Bank BCA Cabang Purwokerto. Teknik analisis data yang digunakan adalah stuctural equation modelling (SEM) dengan softwate AMOS. Kesimpulan dari penelitian ini adalah customer relationship management dan customer engagement berpengaruh positif terhadap loyalitas nasabah. Customer relationship management berpengaruh positif terhadap customer engagement. Customer engagement berfungsi sebagai variabel mediasi antara customer relationship management dengan loyalitas nasabah. Kata Kunci : Manajemen relasional nasabah, keterikatan nasabah, Loyalitas nasabah Abstract The problem in this research is about loyalty to banks in Purwokerto. This aims of this research to discuss and analyze customer management relationships and customer engagement with customer loyalty, discuss and analyze customer management relationships with customer engagement and help customer engagement as a mediating variable between customer relationship management and customer loyalty. The study was conducted on 144 priorities of BCA Bank Purwokerto Branch. The data analysis technique used is structural equation modeling (SEM) with AMOS software. The conclusion of this study is that customer relationship management and customer engagement are considered positive for customer loyalty. Customer relationship management has a positive effect on customer engagement. Customer engagement works as a mediating variable between customer relationship management and sales loyalty.