Pengaruh E-Marketing dan E-CRM terhadap Loyalitas Nasabah Menggunakan Internet Banking Bank Syariah Mandiri
Abstract
Untuk semakin meningkatkan layanan kepada nasabah, Bank Syariah Mandiri memanfaatkan teknologi internet yang mempermudah pihak bank melayani nasabah mereka selama 24 jam non stop dengan mengusung BSMnet sebagai internet banking. Kehadiran internet memfasilitasi pihak bank untuk melakukan pemasaran dan pelayanan secara elektronik. BSMnet diharapkan dapat memaksimalkan layanan perbankan Bank Syariah Mandiri kepada nasabah
mereka di Pontianak khususnya. Maka tujuan dalam penelitian ini adalah untuk mengetahui pengaruh e-Marketing dan e-CRM pada BSMnet terhadap e-Loyalty nasabah Bank Syariah Mandiri cabang Pontianak, sehingga dalam penelitian ini terdapat tiga variabel, yaitu eMarketing (X1), e-CRM (X2) dan Perilaku Pembelian e-Loyalty (Y). Untuk menjawab tujuan penelitian dilakukan analisa secara eksplanasi-asosiatif dengan uji regresi linier berganda. Penelitian dilakukan terhadap 75 responden nasabah Bank Syariah Mandiri, dimana penarikan sampel dilakukan dengan metode purposive sampling. Hasil analisis uji regresi linier berganda menunjukkan bahwa variabel e-Marketing (X1), e-CRM (X2) berpengaruh positif terhadap eLoyalty nasabah Bank Syariah Mandiri cabang Pontianak baik secara parsial (sendiri-sendiri) maupun simultan (bersama sama) meskipun perannya belum menunjukkan pengaruh yang tinggi.
Kata Kunci — e-Marketing, e-CRM, e-Loyalty
To further improve the services to customers, Syariah Mandiri Bank make uses of the internet technology to simplify the bank services to their customers within 24 hours non-stop with BSMnet supported as internet banking. The present of internet facilitates the bank to do marketing and electronic service. BSMnet is expected to maximize the banking services of Syariah Mandiri Bank to their customers especially in Pontianak. Then the purpose of this study is to figure out the influence of e-marketing and e-CRM in BSMnet to Syariah Mandiri Bank e-loyalty customers branch of Pontianak, then there are 3 variables, namely e-marketing (X1), e-CRM (X2), and behaviour of purchasing e-loyalty (Y). To answer the goals of this study then associative explanatory analysis is conducted with multiple linear regression test. 79 Syariah Mandiri Bank customers become the respondents in this study, where the sampling is done by purposive sampling method. The result of associatve explanatory analysis with multiple linear regression test indicates that e-marketing (X1) and e-CRM (X2) varibles influence positively to e-loyalty of Syariah Mandiri Bank branch of Pontianak both partially or simultaneously although the role has not indicated the high influence.
Keywords — e-Marketing, e-CRM, e-Loyalty
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DOI: https://doi.org/10.24076/citec.2017v4i4.124
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