NALISIS CUSTOMER RELATIONSHIP MANAJEMEN (CRM) TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABLE INTERVENING PADA BANK SYARIAH INDONESIA KC PRINGSEWU

Abstract

The purpose of this study was to analyze the relationship of Customer Relationship Management
(CRM) to customer loyalty and customer satisfaction as an intervening variable. The independent
variable analyzed in this research is Customer Relationship Management. The dependent variable
analyzed in this study is customer loyalty. The intervening variable in this study is customer
satisfaction. The sample used in BSI KC Pringsewu. Sampling was done by purposive sampling method
by distributing questionnaires. The data analysis in this study used the Structural Equation Modeling
(SEM) analysis method. Data analysis in this study used discriminant validity tests, reliability tests,
model quality tests, and hypothesis testing with the help of SmartPLS 3 data processing software. The
results showed that Customer Relationship Management (CRM) had a positive and significant effect
on customer loyalty, Customer Relationship Management (CRM) also had a significant positive effect
on customer satisfaction and customer satisfaction had a significant positive effect on customer loyalty.
Another result of this research is that Customer Relationship Management (CRM) has a significant
positive effect on customer loyalty through customer satisfaction as an intervening variable.