ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT KUALITAS LAYANAN DAN CITRA TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH MANDIRI SEBAGAI VARIABEL MEDIASI DI PT. BANK SYARIAH MANDIRI AREA YOGYAKARTA 2

Farisha Rizky Haniefah, 1617612003 (2019) ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT KUALITAS LAYANAN DAN CITRA TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH MANDIRI SEBAGAI VARIABEL MEDIASI DI PT. BANK SYARIAH MANDIRI AREA YOGYAKARTA 2. Masters thesis, IAIN.

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Abstract

Globalisasisaatinimengarahkanduniabisnis menyebabkan perubahanbesardalamkonsepbisnis danpemasaransektor.Iklim kompetisi antarperusahaan meningkatdanpenyediajasasemakin berlomba-lombamerebuthatipelanggandan mempertahankan pelanggan supayamenjadiloyal.Konseppemasaranyangsebelumnyaberorientasi pada keunggulan produk dan strategi pemasaran, kini telah bergeser menjadi fokus pada pelanggan sebagai obyek untukmendapatkan keuntungansematatidak lagidapatditerapkanpadaduniabisnisdengan tingkatpersainganyangtinggi termasuk pada industriPerbankan Syariah.Menurut Freddy Rangkuti, faktor-faktoryangmempengaruhi loyalitas nasabahdalam menggunakan produk jasa perbankan syariah tersebut dipengaruhi tiga faktorutama yaitu customer relationship management, kualitas layanan, citra dan kepuasan nasabah. Penelitianinibertujuanuntukmengetahui pengaruhcustomer relationship management, kualitas layanan dan citra terhadap loyalitas nasabah dengan kepuasan nasabah sebagai variabel mediasi di PT. Bank Syariah Mandiri Area Yogyakarta 2. Penelitian ini merupakan penelitian lapangan(fieldresearch)dengan menggunakanmetodekuantitatif.Modelpengumpulandatayang digunakanyakni dengan metodekuesioner, observasi, wawancara, dokumentasi.Sampelyang diambil yakni sebanyak 165 orang sebagai sampel nasabah Bank Syariah Mandiri Area Yogyakarta 2.Metodeanalisisdatayang digunakan dengan metode uji asumsi klasik yang menggunakan metode uji normalitas multivariat dan uji outlier. Dalam pengujian hipotesis menggunakan metode uji Struktura Equation Model (SEM) menggunakan AMOS. Dari hasil penelitian menujukan bahwa CRM dan kualitas layanan, citra dan kepuasan nasabah berpengaruhyangsignifikanterhadaployalitas nasabah dalam menggunakan jasa perbankan syariah Bank Syariah Mandiri Area Yogyakarta 2.Denganhasil perhitunganuji SEMmenggunakan AMOSdinyatakanpositif signifikan <0,05 Artinyatanpapengaruhdarifaktormanapun,nasabah Bank Syariah Mandiri Area Yogyakarta 2 sudahmenunjukanloyalitas nasabah. Kepuasan nasabah bukan merupakan variabel mediasi hasil penhitungan koefisienjalur indirect effect untukvariabeleksogenterhadap endogen (Z) berturut 0,027, 0,03 dan 0,083 menujukkansemuanilaikoefisienjalur indirect lebihkecildarinilai direct effectnya, sehinggadimaknaibahwavariabel Y bukanmerupakanvariabel yang memediasihubungan X1,X2, dan X3 terhadap Z. Kata Kunci : Customer Relationship Management, Kualitas Layanan, Citra , Kepuasan Nasabah dan Loyalitas Nasabah. ANALYSIS OF THE EFFECT OF SERVICE AND IMAGE QUALITY CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY WITH SATISFACTION OF INDEPENDENT CUSTOMERS AS MEDIATION VARIABLES IN PT. MANDIRI SHARIA BANKS AREA YOGYAKARTA 2 Farisha Rizky Haniefah NIM. 1617612003 Email: [email protected] ABSTRACT Globalization is currently directing the business world to cause major changes in business concepts and sector marketing. The climate of competition among companies is increasing and service providers are increasingly vying to win the hearts of customers and keep customers loyal. The marketing concept that was previously oriented to product excellence and marketing strategies, has now shifted to being a focus on customers as objects to gain profits, no longer applicable to the business world with a high level of competition, including in the Sharia Banking industry. According to Freddy Rangkuti, the factors that influence customer loyalty in using Islamic banking services are influenced by three main factors, namely customer relationship management, service quality, image and customer satisfaction. This study aims to determine the effect of customer relationship management, service quality and image on customer loyalty with customer satisfaction as a mediating variable at PT. Bank Syariah Mandiri Area Yogyakarta 2. This research is a field research using quantitative methods. The data collection model used is the method of questionnaire, observation, interview, documentation. Samples taken were 165 people as samples of customers of Mandiri Syariah Bank Area Yogyakarta 2. Data analysis methods were used with classic assumption test methods using multivariate normality test methods and outlier tests. In testing the hypothesis using the Structural Equation Model (SEM) test method using AMOS. The results of the study show that CRM and service quality, image and customer satisfaction have a significant effect on customer loyalty in using the Islamic banking services of Mandiri Syariah Bank Area 2. The results of SEM test calculations using AMOS are stated to be significantly positive <0.05. any factor, the customers of Bank Syariah Mandiri Area Yogyakarta 2 have shown customer loyalty. Customer satisfaction is not a mediating variable as a result of the calculation of the indirect effect path coefficient for exogenous variables on endogenous (Z) in 0.027, 0.03 and 0.083 indicating that all indirect path coefficient values are smaller than the direct effect value, so that the Y variable is not a variable mediates the relationship of X1, X2, and X3 to Z.

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