Faktor Internal dan Eksternal yang Mempengaruhi Loyalitas Nasabah Rekening Tabungan Bank Sumut Cabang Koordinator Medan

Abstract

In 2018 the number of Bank SUMUT customers was 2,813. In 2022 there will be 828 customers. This research aims to determine and analyze the internal and external factors that influence the loyalty of savings account customers at Bank Sumut Medan Coordinating Branch. The population in this research is customers of Bank SUMUT Medan Coordinating Branch Office in 2021-2022. The number of samples that will be taken in this research, if rounded up, is 100 samples. The sampling technique used is simple random sampling. The data analysis method uses Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results of the research show that Internal Factors have a positive and significant effect on Customer Loyalty at Bank SUMUT. External factors have a positive and significant effect on Customer Loyalty at Bank SUMUT. External factors in business include market fluctuations, changes in government regulations, industry competition, consumer trends, changes in the global economy, and many other factors that can influence the success or challenges faced by an organization. Bank SUMUT always follows developments in trends, especially in the current digital era. To maintain the comfort felt by customers, Bank Sumut explains the benefits obtained by customers. The solution to internal factors includes the hope that Bank SUMUT can better introduce Bank Sumut products to potential new customers and existing customers so that they can see and know the advantages of the products produced by Bank SUMUT. The solution to these two factors is to communicate and socialize to potential customers so that potential customers are more interested in buying the products they offer. Not only new customers but already registered customers so they don't turn to other banks.