Analisis Pengaruh Faktor - Faktor Customer Relationship Marketing terhadap Loyalitas Nasabah Menggunakan Metode Analisis Regresi Linier Berganda

Abstract

In this research multiple linear regression analysis discussed, where data analysis is first carried out. Many factors affect loyalty, including customer relationship marketing with the dimensions of communication, commitment and trust. Customer relationship marketing is a cross- functional process that aims for continuous collaboration with customers.The present study is a quantitative one aimed to determine the effect of customer relationship marketing on customer loyalty at BNI USU Medan Branch. The population included all the customers of the company during 2019 as of 2476 persons. The sampling method used a Slovin formula that there were 96 samples of the study. The instrument of collecting data used a a questionnaire and the colleced data were then analyzed by using a multiple linear regression analysis.The result of the study shown that the factors of communication, commitment and trust have a positive and significant effect on loyalty. Commitment partially has a positive and significant effect on loyalty. Partial trust has a significant effect on loyalty. It is suggested to PT. BNI USU Medan to pay more attention to aspects related to Customer Relationship Marketing so that loyalty to remain loyal can be further enhanced