ANALISIS PENGARUH BRAND POSITIONING DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP TINGKAT LOYALITAS NASABAH MIKRO

STUDI KASUS: BANK SYARIAH MANDIRI KANTOR CABANG CIBINONG

  • Sidiq Muttaqin STIE Jakarta International College
  • Arjuna Wiwaha STIE Jakarta International College
Keywords: brand positioning, customer relationship management, loyalty

Abstract

PT Bank Syariah Mandiri (BSM) is one of the largest sharia banks in Indonesia and is the only sharia bank in Indonesia that is in the category of BUKU (Commercial Bank Business Group) 3, according to PBI No. 14/26 / PBI 2012 dated 27 December 2012 BOOK 3, namely banks with core capital of more than 5 trillion to less than 30 trillion. This study addresses the issue of whether brand positioning and CRM together influence the loyalty of BSM micro customers? The purpose of this study is to find out whether Brand Positioning and CRM has a positive effect on BSM Micro customer loyalty? The research methods used are library research and field research. Data collection techniques using questionnaires, interviews and observations. The population in this study is the current micro earning customers of PT Bank Syariah Mandiri Cibinong Branch who were active in the position in November 2017 with a population of 140 customers, and the sample used in the study was 100 respondents. This study uses SPSS V.22 to calculate, process and analyze research data. The results showed that 59% of micro customer loyalty at PT. Bank Syariah Mandiri Cibinong Branch jointly influenced by brand positioning and CRM.
Published
2020-04-17
Section
Artikel