Analisis pengaruh customer relationship mangement dan kepuasan nasabah terhadap loyalitas nasabah kpr

Adha, Idil (2007) Analisis pengaruh customer relationship mangement dan kepuasan nasabah terhadap loyalitas nasabah kpr. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This research is aimed to find out and explain how far is the correlation and effect of Customer Relationship Management (CRM) on Customer Satisfaction whereas it would give effect on the growth of sentiment of customer loyalty to PT. Bank Tabungan Negara (PT. BTN) particularly Sudirman Supportive Branch Office. In this context there are 3 (three) variables as follows : (1) Independent Variable is the Variable of Customer Relationship Management (CRM) ; (2) Variable of ”Participation and Intervention on the correlation of Independent Variable and Dependent Variable” called Intervening Variable id the Variable of Customer Satisfaction. The logical consequence is without the existence of that variable then the correlation between Independent Variable and Dependent Variable is no visible ; (3) Dependent Variable is the Variable of Customer Loyalty. The test is performed on the segment of KPR customer that is customer user the credit funding of house ownership provided by PT. Bank Tabungan Negara (PT. BTN) of Sudirman Supportive Branch Office. This research is performed by using judgment sampling that is sample taking based on referral because the customers made as samples are those still existing in PT. Bank Tabungan Negara Sudirman Supportive Branch Office. As for the data taking technique used includes instrument test (validity test, reliability test), correlation test (Pearson’s Correlation), simple linear regression whereas there is F test or Anova test, and also hypothetical test by using t test. Penelitian ini bertujuan untuk mengetahui dan menjelaskan bagaimana korelasi dan pengaruh Customer Relationship Management (CRM) terhadap Kepuasan Nasabah (Customer Satisfaction) di mana selanjutnya memberi pengaruh terhadap tumbuhnya rasa Loyalitas Nasabah pada PT. Bank Tabungan Negara (PT. BTN) khususnya Kantor Cabang Pembantu Sudirman. Dalam konteks ini terdapat 3 (tiga) Variabel sebagai berikut : (1) Variabel Bebas (Independent Variable) adalah Variabel Customer Relationship Management (CRM) ; (2) Variabel ”Turut Serta dan Mencampuri terhadap korelasi Variabel Bebas dan Variabel Terikat” dinamakan Intervening Variable adalah Variabel Kepuasan Nasabah (Customer Satisfaction). Konsekuensi logisnya adalah tanpa adanya variabel tersebut maka korelasi antara Variabel Bebas (Independent Variable) dengan Variabel Terikat (Dependent Variable) tidak tampak nyata ; (3) Variabel Terikat (Dependent Variable) adalah Variabel Loyalitas Nasabah (Customer Loyalty). Pengujian dilakukan terhadap segment nasabah KPR yaitu nasabah yang memanfaatkan pembiayaan kredit pemilikan rumah yang disediakan oleh PT. Bank Tabungan Nagara (PT.BTN) Kantor Cabang Pembantu Sudirman. Penelitian dilakukan terhadap 100 responden di mana pemilihan sampel dilakukan dengan menggunakan teknik Judgement Sampling yaitu penarikan sampel berdasarkan penunjukkan karena nasabah yang dijadikan responden adalah nasabah yang sedang berada di PT. Bank Tabungan Negara (PT.BTN) Kantor Cabang Pembantu Sudirman. Adapun teknik analisis data yang digunakan meliputi uji instrument (uji validitas dan uji reliabilitas), uji korelasi (Pearson’s Correllation), regresi linear sederhana di mana terdapat uji F atau uji Anova, dan juga pengujian hipotesis dengan menggunakan uji t ( t test).

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