PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH PT. BANK RAKYAT INDONESIA TBK
Keywords:
Customer Relationship Management, Kualitas Pelayanan, Digital Marketing, Kepuasan Nasabah, Loyalitas Nasabah
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh customer relationship management, kualitas pelayanan, dan digital marketing terhadap loyalitas nasabah melalui kepuasan nasabah pada PT Bank Rakyat Indonesia Tbk. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 212 responden yang dipilih melalui teknik non-probability sampling dengan metode purposive sampling. Data dikumpulkan melalui kuesioner berbasis skala Likert dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil uji pengaruh langsung menunjukkan bahwa customer relationship management, kualitas pelayanan, dan digital marketing berpengaruh signifikan terhadap kepuasan nasabah. Sementara itu, hanya customer relationship management dan digital marketing yang berpengaruh signifikan terhadap loyalitas nasabah secara langsung. Sedangkan kualitas pelayanan tidak berpengaruh signifikan terhadap loyalitas nasabah. Uji pengaruh tidak langsung mengungkapkan bahwa ketiga variabel independen berpengaruh signifikan terhadap loyalitas nasabah melalui kepuasan nasabah. Model penelitian menunjukkan tingkat predictive relevance yang kuat. Analisis Importance Performance Map Analysis (IPMA) juga menegaskan bahwa kualitas pelayanan dan kepuasan nasabah merupakan area prioritas strategis yang perlu ditingkatkan oleh perusahaan dalam rangka memperkuat loyalitas nasabah.References
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Priansa, D. J., & Wibowo, W. (2017). Manajemen bisnis: Strategi dan kebijakan. Bandung: Alfabeta.
Pratama, D. (2021). Pengaruh customer relationship management dan citra perusahaan terhadap kepuasan dan loyalitas nasabah di PT. Bank Rakyat Indonesia Tbk Kantor Cabang Tambun, Bekasi. Jurnal Ilmiah Manajemen Ubhara, 3(1), 94. https://doi.org/10.31599/jmu.v3i1.878
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Purwana, D., Suhendra, T., & Aisyah, S. (2017). Pemasaran digital untuk usaha mikro, kecil, dan menengah. Jakarta: Salemba Empat.
Rolando, S. (2018). Analisis kualitas pelayanan pada bisnis modern. Jakarta: Ghalia Indonesia.
Sabila, S. (2019). Digital marketing: Konsep dan strategi praktis. Jakarta: Kencana. Sampurna, P. A., & Miranti, T. (2022). The effect of service quality, banking digitalization, and customer relationship management (CRM) on customer loyalty. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 12(1), 303. https://doi.org/10.30588/jmp.v12i1.1138 Sanjaya, R., & Tarigan, J. (2009). Creative digital marketing. Jakarta: Elex Media Komputindo.
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Sidi, A. P. (2018). Pengaruh kualitas produk, kualitas pelayanan, dan digital marketing terhadap loyalitas pelanggan (Studi pada pelanggan Kedai Hj.S Jl. Kesumba Kota Malang). Jurnal JIBEKA, 12(1), 1–8.
Siswadi, S., Jumaizi, J., Supriyanto, S., & Dewa, A. L. (2023). Indonesian online transportation (Go-Jek) customers satisfaction and loyalty. Journal of Law and Sustainable Development, 11(2), 1–19. https://doi.org/10.55908/sdgs.v11i2.362
Sofiati, N. A., Sudaryo, Y., Natigor, D. H., & Jaya, R. C. (2023). Increased customer satisfaction using digital marketing implementation in the banking industry image. Sosiohumaniora, 25(1), 80. https://doi.org/10.24198/sosiohumaniora.v25i1.45604
Sumarauw, J., Jorie, R., & Victor, C. (2015). Pengaruh customer relationship management dan kepercayaan terhadap kepuasan serta dampaknya terhadap loyalitas konsumen PT. Bank BCA Tbk di Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(2), 671–683.
Sukma, R. N., Sugianto, & Nurbaiti. (2024). The influence of service quality and customer relationship management on customer loyalty. Indonesian Interdisciplinary Journal of Sharia Economics, 7(2), 2314–2341.
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Tjiptono, F. (2015). Service management: Mewujudkan layanan prima (3rd ed.). Yogyakarta: Andi Offset.
Tjiptono, F. (2019). Strategi pemasaran (5th ed.). Yogyakarta: Andi Offset. Tjiptono, F. (2022). Pemasaran strategik dan implementasi. Yogyakarta: Andi Offset.
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Deloitte. (2023). 2023 Global Marketing Trends: Resilient to Relevance. https://www2.deloitte.com
EY. (2023). Global Banking Outlook 2023: Reframing the Future. https://www.ey.com Google & Kantar. (2022). The Digital Expectations of Gen Z in Asia Pacific. https://www.thinkwithgoogle.com
McKinsey & Company. (2023). The State of Digital Marketing in Banking: 2023 Report. https://www.mckinsey.com
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TABInsights. (2023). BankQuality Consumer Survey 2023: Customer Satisfaction in ASEAN Banking. Singapore: TAB International Pte Ltd. Retrieved from https://tabinsights.com
TABInsights. (2024). BankQuality Consumer Survey 2024: Customer Loyalty Benchmark in ASEAN. Singapore: TAB International Pte Ltd. Retrieved from https://tabinsights.com
Brown, S. A. (2012). Customer relationship management: A strategic imperative in the world of e-business. John Wiley & Sons.
Buttle, F. (2012). Customer relationship management: Concepts and tools (2nd ed.). Routledge.
Chaffey, D., & Chadwick, F. E. (2016). Digital marketing: Strategy, implementation, and practice (6th ed.). Pearson Education.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation, and practice (7th ed.). Pearson Education.
Dyche, J. (2012). The CRM handbook: A business guide to customer relationship management. Addison-Wesley Professional.
Gartner. (2021). CRM: Customer relationship management.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2020). The future of retailing. Journal of Retailing, 96(1), 86–95. https://doi.org/10.1016/j.jretai.2020.01.009
Griffin, J. (2005). Customer loyalty: How to earn it, how to keep it. Jossey-Bass.
Hendrawan, A., Fauzi, A., & Fawzeea, B. K. (2021). Effect of service quality and company image on customer loyalty with satisfaction customers as intervening variables (Case study of Brilink Agent PT Bank Rakyat Indonesia (Persero) TBK. Medan Region Office). International Journal of Research and Review, 8(8), 196–202. https://doi.org/10.52403/ijrr.20210827
Hendrayati, H., & Nurwulandari, A. (2022). Pengaruh gaya hidup, lokasi, dan digital marketing terhadap loyalitas pelanggan melalui kepuasan konsumen pada Kedai Latar Kopi Jagakarsa, Jakarta Selatan. Jurnal Ilmiah Indonesia, 7(12), 1–4.
Inkiriwang, S. J., Purwana, D., & Nasdini, D. (2012). Pengukuran efektivitas digital marketing. Jakarta: Inkiriwang Publishers.
Kasmir. (2017). Manajemen pelayanan pelanggan. Jakarta: PT RajaGrafindo Persada.
Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing (3rd ed.). Kogan Page.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools (3rd ed.). Springer.
Kumar, V., Sharma, A., & Rajan, B. (2021). Exploring the role of AI in customer experience management. Journal of Business Research, 125, 121–130. https://doi.org/10.1016/j.jbusres.2021.03.043
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lovelock, C., & Wirtz, J. (2019). Services marketing: People, technology, strategy (8th ed.). Pearson Education.
Lusiah, A. (2018). Manajemen hubungan pelanggan di era digital. Jakarta: Pustaka Nusantara.
Maharani, R. M. (2023). Analisis digital marketing, citra merek, dan layanan mobile banking terhadap loyalitas nasabah PT. Bank Syariah Indonesia Kota Semarang. Jurnal Bisnis Mahasiswa, 3(3), 141–151. https://doi.org/10.60036/jbm.v3i3.125
Musnaini, & Suherman. (2020). Pemasaran digital: Konsep dan implementasi. Jakarta: Erlangga.
Nanda, V. P., Listyani, I., & Rahmawati, Z. (2023). Pengaruh customer relationship management dan digital marketing terhadap loyalitas pelanggan pada Lembaga Global English Pare. Jurnal Manajemen Riset Inovasi, 1(2), 74–85. https://doi.org/10.55606/mri.v1i2.1048
Oliver, R. L. (2019). Satisfaction: A behavioral perspective on the consumer (3rd ed.). Routledge.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2018). Refinement and reassessment of the SERVQUAL scale in the digital era. Journal of Service Marketing, 32(3), 220–230.
Payne, A., & Frow, P. (2013). Strategic customer management: Integrating relationship marketing and CRM. Cambridge University Press.
Payne, A., & Frow, P. (2017). Strategic customer management: Integrating relationship marketing and CRM. Cambridge University Press.
Priansa, D. J., & Wibowo, W. (2017). Manajemen bisnis: Strategi dan kebijakan. Bandung: Alfabeta.
Pratama, D. (2021). Pengaruh customer relationship management dan citra perusahaan terhadap kepuasan dan loyalitas nasabah di PT. Bank Rakyat Indonesia Tbk Kantor Cabang Tambun, Bekasi. Jurnal Ilmiah Manajemen Ubhara, 3(1), 94. https://doi.org/10.31599/jmu.v3i1.878
Purwana, D., Suhud, U., & Syah, T. Y. R. (2017). Digital marketing: Teori dan praktik di era digital. Jakarta: Mitra Wacana Media.
Purwana, D., Suhendra, T., & Aisyah, S. (2017). Pemasaran digital untuk usaha mikro, kecil, dan menengah. Jakarta: Salemba Empat.
Rolando, S. (2018). Analisis kualitas pelayanan pada bisnis modern. Jakarta: Ghalia Indonesia.
Sabila, S. (2019). Digital marketing: Konsep dan strategi praktis. Jakarta: Kencana. Sampurna, P. A., & Miranti, T. (2022). The effect of service quality, banking digitalization, and customer relationship management (CRM) on customer loyalty. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 12(1), 303. https://doi.org/10.30588/jmp.v12i1.1138 Sanjaya, R., & Tarigan, J. (2009). Creative digital marketing. Jakarta: Elex Media Komputindo.
Siagian, M., Rini, E. S., & Situmorang, S. H. (2021). The effect of digital service quality (BRIMO) on customer loyalty through customer trust and satisfaction during the COVID-19 situation (PT Bank Rakyat Indonesia Medan Regional Office). International Journal of Research and Review, 8(8), 263–271. https://doi.org/10.52403/ijrr.20210836
Sidi, A. P. (2018). Pengaruh kualitas produk, kualitas pelayanan, dan digital marketing terhadap loyalitas pelanggan (Studi pada pelanggan Kedai Hj.S Jl. Kesumba Kota Malang). Jurnal JIBEKA, 12(1), 1–8.
Siswadi, S., Jumaizi, J., Supriyanto, S., & Dewa, A. L. (2023). Indonesian online transportation (Go-Jek) customers satisfaction and loyalty. Journal of Law and Sustainable Development, 11(2), 1–19. https://doi.org/10.55908/sdgs.v11i2.362
Sofiati, N. A., Sudaryo, Y., Natigor, D. H., & Jaya, R. C. (2023). Increased customer satisfaction using digital marketing implementation in the banking industry image. Sosiohumaniora, 25(1), 80. https://doi.org/10.24198/sosiohumaniora.v25i1.45604
Sumarauw, J., Jorie, R., & Victor, C. (2015). Pengaruh customer relationship management dan kepercayaan terhadap kepuasan serta dampaknya terhadap loyalitas konsumen PT. Bank BCA Tbk di Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(2), 671–683.
Sukma, R. N., Sugianto, & Nurbaiti. (2024). The influence of service quality and customer relationship management on customer loyalty. Indonesian Interdisciplinary Journal of Sharia Economics, 7(2), 2314–2341.
Sutarso, B. (2019). Strategi manajemen pelanggan untuk meningkatkan loyalitas. Yogyakarta: Graha Ilmu.
Tjiptono, F. (2015). Service management: Mewujudkan layanan prima (3rd ed.). Yogyakarta: Andi Offset.
Tjiptono, F. (2019). Strategi pemasaran (5th ed.). Yogyakarta: Andi Offset. Tjiptono, F. (2022). Pemasaran strategik dan implementasi. Yogyakarta: Andi Offset.
Tjiptono, F., & Chandra, G. (2015). Strategi pemasaran (4th ed.). Yogyakarta: Andi Offset.
Tjiptono, F., & Chandra, G. (2016). Service, quality, & satisfaction (4th ed.). Yogyakarta: Andi Offset.
Wicaksana, I. (2021). Pengaruh pemasaran digital dan kualitas produk terhadap loyalitas melalui kepuasan pelanggan usia muda. Jurnal Manajemen Kewirausahaan, 18(1), 1. https://doi.org/10.33370/jmk.v18i1.507
Widiantara, I. M., & Trianasari, L. (2021). Indikator kepuasan pelanggan dalam industri jasa. Denpasar: Udayana Press.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Bank Rakyat Indonesia (BRI). (2024). Laporan Tahunan 2023. Jakarta: PT Bank Rakyat Indonesia (Persero) Tbk. Retrieved from https://bri.co.id
Deloitte. (2023). 2023 Global Marketing Trends: Resilient to Relevance. https://www2.deloitte.com
EY. (2023). Global Banking Outlook 2023: Reframing the Future. https://www.ey.com Google & Kantar. (2022). The Digital Expectations of Gen Z in Asia Pacific. https://www.thinkwithgoogle.com
McKinsey & Company. (2023). The State of Digital Marketing in Banking: 2023 Report. https://www.mckinsey.com
McKinsey & Company. (2023). Global Banking Annual Review 2023: Recharging Retail Banking. https://www.mckinsey.com
Otoritas Jasa Keuangan (OJK). (2023). Laporan Perkembangan Keuangan Digital Indonesia 2023. Jakarta: OJK. Retrieved from https://www.ojk.go.id
PwC Indonesia. (2023). Indonesia Banking Survey 2023: Redefining trust in a digital world. Jakarta: PricewaterhouseCoopers Indonesia. Retrieved from https://www.pwc.com/id
TABInsights. (2023). BankQuality Consumer Survey 2023: Customer Satisfaction in ASEAN Banking. Singapore: TAB International Pte Ltd. Retrieved from https://tabinsights.com
TABInsights. (2024). BankQuality Consumer Survey 2024: Customer Loyalty Benchmark in ASEAN. Singapore: TAB International Pte Ltd. Retrieved from https://tabinsights.com
Published
2025-12-30
How to Cite
Agus Sutanto, & Nora Andira Brabo. (2025). PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH PT. BANK RAKYAT INDONESIA TBK. Journal of Social and Economics Research, 7(2), 879-899. https://doi.org/10.54783/jser.v7i2.1103
Section
Articles
