Pengaruh Electronic Customer Relationship Management (E-CRM), Mobile Banking Service Quality dan Customer Satisfaction Terhadap Customer Loyalty Pengguna Aplikasi Brimo Bank BRI Kantor Cabang Medan Putri Hijau

Abstract

This study aims to determine and analyze the effect of Electronic Customer Relationship Management, Mobile Banking Service Quality and Customer Satisfaction on Customer Loyalty of BRImo BRI application users at Putri Hijau Medan Branch Office. This research is associative research and the type of data used is quantitative data. The population in this study are general customers who are users of the BRImo application at Bank BRI Medan Putri Hijau. The number of samples in this study were 100 people with probability sampling techniques with the criteria of using the BRImo application for at least 6 months and using BRImo for at least 3 times a week. Data collection in this study using questionnaire or questionnaire techniques and interviews. Data analysis techniques using descriptive analysis and multiple linear regression analysis. The results of this study indicate that simultaneously Electronic Customer Relationship Management, Mobile Banking Service Quality, and Customer Satisfaction have a positive and significant effect on Customer Loyalty of BRImo application users of Bank BRI Putri Hijau Medan Branch Office. Based on the results of the analysis, it was found that EIectronic Customer Relationship Management, Mobile Banking Service Quality, and Customer Satisfaction partially have a positive and significant effect on Customer Loyalty of BRImo Bank BRI Branch Office Medan Putri Hijau application users.