WATI, Desy Ceria (2023) Peran Customer Relationship Marketing Terhadap Loyalitas Nasabah Prioritas Di Bri Cabang Purwokerto Dengan Kepuasan Nasabah Sebagai Variabel Mediasi. Masters thesis, Universitas Jenderal Soedirman.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh antara Customer relationship marketing terhadap loyalitas nasabah prioritas dengan kepuasan nasabah prioritas sebagai variable mediasi pada BRI Cabang Purwokerto. Jumlah responden yang diambil sebanyak 80 responden. Sampel diambil dengan cara nonprobability sampling yaitu dengan teknik purposive sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner secara daring melalui Google Form. Alat analisis menggunakan Structural equation modeling (SEM). Berdasarkan hasil penelitian dan analisis data menunjukan bahwa : (1) Customer relationship marketing berpengaruh terhadap kepuasan nasabah prioritas di BRI Cabang Purwokerto (2)Customer relationship marketing berpengaruh terhadap loyalitas nasabah prioritas di BRI Cabang Purwokerto (3) Kepuasan nasabah memediasi pengaruh antara Customer relationship marketing terhadap loyalitas nasabah prioritas di BRI Cabang Purwokerto.
| Item Type: | Thesis (Masters) |
|---|---|
| Nomor Inventaris: | P223203 |
| Uncontrolled Keywords: | Customer Relationship Marketing (CRM), Loyalitas Nasabah, Kepuasan Nasabah |
| Subjects: | C > C1020 Customer services M > M80 Marketing |
| Divisions: | Program Pascasarjana & Profesi > S2 Ilmu Ekonomi |
| Depositing User: | Mrs Desy Ceria Wati |
| Date Deposited: | 28 Aug 2023 04:20 |
| Last Modified: | 28 Aug 2023 04:20 |
| URI: | http://repository.unsoed.ac.id/id/eprint/23419 |
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