PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN BRAND EQUITY TERHADAP LOYALITAS NASABAH (Studi Kasus Deposan Bank Bjb Cabang Cilegon)

Abstract

The goal of this study is to determine how much CRM and Brand Equity affect customer loyalty. Data was collected from both individual and corporate depositors. Questionnaires are distributed to 90 respondents who are customers of Bank BJB Cilegon Branch and the information was then processed and analyzed using Structural Equational Modeling–Partial Least Squares (SEM-PLS). CRM has a substantial effect on customer loyalty, then Brand equity has a significant effect on customer loyalty, and CRM and brand equity variables have a joint influence on customer loyalty, according to the results of data processing and analysis. Thus, the management of bank bjb Cilegon Branch continually implements CRM and Brand equity to preserve customer loyalty, particularly among depositors, one of which is through boosting employee competency.