The Influence Of Customer Relationship Management On Customer Loyalty And Its Impact On Business Strategies PT. Bank Mandiri (Persero) Tbk.

Abstract

Abstract Company currently must begin to focus on delivering value and increase customer loyalty. The research goals are to test whether there is influence of Customer Relationship Management(CRM) to Customer Loyalty and to test how much influence Customer Relationship Management(CRM) to Customer Loyalty. To implement these objectives, a data collection technique through aquestionnaire was used. The analysis technique used is the validity and reliability test, pathanalysis and T test. The results of the study found that commitment had significant influence ontrust, communication had no significant ef ect on trust, conflict handling had no ef ect and had nosignificant ef ect on trust, commitment had no ef ect and had no significant ef ect on loyalty, communication had a significant ef ect on loyalty, conflict handling had no significant ef ect onloyalty, trust has a significant ef ect on loyalty and customer relationship management had asignificant ef ect on loyalty. Abstrak Perusahaan saat ini harus mulai fokus dalam memberikan nilai dan meningkatkan loyalitas pelanggan. Tujuan penelitian adalah untuk menguji apakah ada pengaruh Customer Relationship Management (CRM) terhadap Loyalitas Pelanggan dan untuk menguji seberapa besar pengaruh Customer Relationship Management (CRM) terhadap Loyalitas Pelanggan. Untuk mengimplementasikan tujuan tersebut maka digunakan teknik pengumpulan data melalui kuesioner. Teknik analisis yang digunakan adalah uji validitas dan reiabilitas, analisis jalur (path analysis) serta Uji T(Test). Hasil penelitian menemukan bahwa komitmen berpengaruh signifikan terhadap kepercayaan, komunikasi berpegaruh tidak signifikan terhadap kepercayaan, penanganan konflik tidak berpengaruh dan tidak signifikan terhadap kepercayaan, komitmen tidak berpengaruh dan tidak signifikan terhadap loyalitas, komunikasi berpengaruh signifikan terhadap loyalitas, penanganan konflik berpengaruh tidak signifikan terhadap loyalitas, kepercayaan berpengaruh signifikan terhadap loyalitas dan Customer Relationship Management (CRM) berpengaruh signifikan terhadap loyalitas.