THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT AND ASSURANCE ON CUSTOMER LOYALTY OF PT. BRKS TBK IN BATAM

บทคัดย่อ

Customer relationship management (CRM) is one of the strategies implemented by many companies, so that they can survive in today's tight competition. PT. Bank Riau Kepri SyariahTbk. (BRKS) is currently not only able to survive but can become one of the largest banks in Indonesia. The implementation of good CRM and increasing customer trust aimed at satisfying consumers is one of their strategies to survive in the competition. The problem of Assurance (guarantee) of vehicle security when parked and the security of customer goods and the physical safety of customers. Of course, customers of PT. Bank Riau Kepri SyariahTbk. (BRKS) really want a guarantee of security from the management of the PT. Bank Riau Kepri SyariahTbk. (BRKS) Batam office. Office security officers must often control security in the office area and in the waiting room, so that there will be no loss of customer goods and are equipped with cameras that are used according to their function to facilitate the tasks of office security officers. The sampling technique used is purposive sampling. The data analysis method used is quantitative analysis, namely validity and reliability tests, descriptive statistical analysis, classical assumption tests, multiple linear regression analysis, t-tests and F-tests. For data processing using the SPSS version 23 application. Based on the data analysis, the results of the study indicate that the variables in the study are valid and reliable. In the classical assumption test, the data is normally distributed. In the partial test, the CRM and Assurance variables have a positive effect, while in the simultaneous test, both variables have a positive effect on customer loyalty at PT. Bank Riau Kepri SyariahTbk. (BRKS). This is based on the results of the F test of 50.748 with a significance of 0.000.