PENGARUH UPAYA CUSTOMER RELATIONSHIP MANAGEMENT, RELATIONSHIP MARKETING, DAN COMPANY REPUTATION TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI PADA NASABAH BANK SYARIAH DI BANDAR LAMPUNG)

Rani, Mutiara Putri (2025) PENGARUH UPAYA CUSTOMER RELATIONSHIP MANAGEMENT, RELATIONSHIP MARKETING, DAN COMPANY REPUTATION TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI PADA NASABAH BANK SYARIAH DI BANDAR LAMPUNG). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Persaingan yang semakin ketat di sektor perbankan syariah menuntut lembaga keuangan untuk membangun hubungan yang berkelanjutan dengan nasabah guna meningkatkan loyalitas mereka. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Customer Relationship Management (CRM), Relationship Marketing, dan Company Reputation terhadap Customer Retention, dengan Customer Satisfaction sebagai variabel intervening. Objek penelitian ini adalah nasabah Bank Syariah yang berdomisili di Bandar Lampung dan telah menggunakan rekening lebih dari satu tahun serta rutin bertransaksi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan teknik purposive sampling, melibatkan 100 responden. Data dikumpulkan melalui kuesioner tertutup berbasis skala Likert, kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS) melalui software SmartPLS. Hasil analisis menunjukkan bahwa secara langsung, Customer Relationship Management (CRM) dan Relationship Marketing tidak berpengaruh signifikan terhadap Customer Retention. Sebaliknya, Company Reputation dan Customer Satisfaction terbukti berpengaruh positif dan signifikan terhadap Customer Retention. Lebih lanjut, variabel Customer Satisfaction berperan sebagai mediator yang signifikan dalam menjembatani pengaruh CRM, Relationship Marketing, dan Company Reputation terhadap Retention nasabah. Penelitian ini memberikan kontribusi praktis bagi bank syariah dalam merancang strategi peningkatan loyalitas nasabah dengan memperkuat reputasi perusahaan dan memastikan kepuasan pelanggan tetap terjaga melalui pengelolaan hubungan yang baik dan berkelanjutan. Kata kunci: Manajemen Hubungan Pelanggan, Hubungan Pemasaran, Reputasi Perusahaan, Kepuasan Pelanggan, Retensi Nasabah. ABSTRACT The increasing competition in the Islamic banking sector demands financial institutions to build sustainable relationships with customers in order to enhance their loyalty. This study aims to investigate and analyze the influence of Customer Relationship Management (CRM), Relationship Marketing, and Company Reputation on Customer Retention, with Customer Satisfaction as a mediating variable. The research was conducted on Islamic bank customers residing in Bandar Lampung who have maintained their accounts for more than a year and conducted transactions regularly. This research applied a quantitative approach using a survey method and purposive sampling technique, involving 100 respondents. Data were collected using closed-ended questionnaires based on a Likert scale and analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method through SmartPLS software. The findings reveal that CRM and Relationship Marketing do not have a significant direct effect on Customer Retention. In contrast, Company Reputation and Customer Satisfaction significantly and positively influence Customer Retention. Furthermore, Customer Satisfaction serves as a significant mediating variable that bridges the influence of CRM, Relationship Marketing, and Company Reputation on customer loyalty. This study provides practical implications for Islamic banks in designing effective customer loyalty strategies by enhancing company reputation and maintaining high customer satisfaction through strong and sustainable relationship management. Keywords: Customer Relationship Management, Relationship Marketing, Company Reputation, Customer Satisfaction, Customer Retention.

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