PENGARUH PROGRAM COSTUMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BRI KOTA PALOPO

PAWALLO, PAISAL (2021) PENGARUH PROGRAM COSTUMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BRI KOTA PALOPO. PENGARUH PROGRAM COSTUMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BRI KOTA PALOPO. (Submitted)

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Abstract

This study aims to determine the effect of customer relationship marketing programs on customer loyalty at pt. bri city of palopo. This method uses a survey by providing a list of questions in the form of a questionnaire distributed to respondents as many as 298 copies and a questionnaire that is returned as many as 150 copies. This study uses a quantitative approach. It also uses the coefficient of determination tester (R2) and hypothesis test (T). The results of this study indicate that the continuity marketing variable has no significant effect on customer loyalty with a value of t count = 0.480 < t table 1.655 with a significance of 0.632 > 0.05, the one to one marketing variable has no significant effect on customer loyalty with a value of t count = 0.132 < t table 1.655 with a significance of 0.895 > 0.05, the partnering program variable has a significant effect on customer loyalty with a t value of 10.038 > t table 1.655 with a significance of 0.000 < 0.05. Keywords: Continuity Marketing, One To One Marketing, Partnering Program, Customer Loyalt

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