PENGARUH KINERJA CUSTOMER RELATIONSHIP ...repository.upi.edu/35692/1/S_MBS_1401367_Title.pdfi ABSTRAK Devira Qibtiyah (1401367), “Pengaruh Kinerja Customer Relationship Management

PENGARUH KINERJA CUSTOMER RELATIONSHIP

MANAGEMENTTERHADAP LOYALITAS

PELANGGAN

(Studi pada nasabah BNI Syariah di Indonesia)

SKRIPSI

Diajukan untuk Memenuhi Salah Satu Syarat Menempuh Ujian Sidang

Sarjana Program Studi Pendidikan Manajamen Bisnis

Oleh

Devira Qibtiyah

1401367

FAKULTAS PENDIDIKAN EKONOMI DAN BISNIS

UNIVERSITAS PENDIDIKAN INDONESIA

2018

PENGARUH KINERJA CUSTOMER RELATIONSHIP

MANAGEMENTTERHADAP LOYALITAS

PELANGGAN

(Studi pada nasabah BNI Syariah di Indonesia)

Oleh

Devira Qibtiyah

Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat memperoleh gelar

Sarjana Pendidikan pada Fakultas Pendidikan Ekonomi dan Bisnis

© Devira Qibtiyah 2018

Universitas Pendidikan Indonesia

Februari 2018

Hak Cipta dilindungi undang-undang.

Skripsi ini tidak boleh diperbanyak seluruhya atau sebagian,

dengan dicetak ulang, difoto kopi, atau cara lainnya tanpa ijin dari penulis.

ii

i

ABSTRAK

Devira Qibtiyah (1401367), “Pengaruh Kinerja Customer Relationship

Management terhadap Loyalitas Pelanggan (Studi pada Nasabah BNI

Syariahdi Indonesia)”. Di bawah bimbingan Dr. Hj. Ratih Hurriyati, M.P. dan

Lisnawati, S.Pd., M.M.

Penelitian ini bertujuan untuk memperoleh gambarancustomer relationship

management, gambaran loyalitas pelanggan, manifestasi bonding, trust,

communication, commitment dan satisfaction pada customer relationship

management, manifestasi repurchase intention, word of mouth, customer

retentiondan customer value pada loyalitas pelanggan dan pengaruh customer

relationship management terhadap loyalitas pelanggan. Jenis penelitian yang

digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah

explanatory surveidengan ukuran sampel sebanyak 110 responden. Teknik

analisis data yang digunakan adalah structural equation modeling (SEM) dengan

alat bantu program AMOSfor Windows. Hasil temuan penelitian ini menunjukkan

bahwa gambaran customer relationship management relatif lebih baik dari pada

loyalitas pelanggan. Customer relationship managementmemiliki pengaruh yang

positif dan signifikan terhadap loyalitas pelanggan.

Kata Kunci: BNI Syariah, Customer Relationship Management, Loyalitas

Pelanggan

ii

ABSTRACT

Devira Qibtiyah (1401367), "The Influence of Customer Relationship

Management Performance on Customer Loyalty (Study on BNI Syariah

Customer in Indonesia)". Under the guidance of Dr. Hj. Ratih Hurriyati, M.P.

and Lisnawati, S.Pd., M.M.

This study aims to obtain a description of customer relationship management, a

description of customer loyalty, manifestation of bonding, trust, communication,

commitment and satisfaction in customer relationship management, repurchase

intention manifestations, word of mouth, customer retention and customer value

on customer loyalty and influence of customer relationship management towards

customer loyalty. The type of research used is descriptive and verification. The

method used is explanatory survey with a sample size of 110 respondents. The

data analysis technique used is structural equation modeling (SEM) with the

AMOS for Windows program. The findings of this study indicate that the image of

customer relationship management is relatively better than customer loyalty.

Customer relationship management has a positive and significant influence on

customer loyalty.

Keywords: BNI Syariah, Customer Relationship Management, Customer Loyalty

iii

KATA PENGANTAR

Puji dan syukur penulis panjatkan kepada Tuhan Yang Maha Esa yang

telah memberikan berkah, rahmat, karena atas karunia dan kehendak-Nya

sehingga penulis dapat menyelesaikan tugas penyusunan draft proposal.

Draft proposal yang berjudul “Pengaruh Kinerja Customer Relationship

Management terhadap Loyalitas Pelanggan (Studi pada nasabah BNI Syariah Di

Indonesia)” disusun untuk memperoleh temuan mengenai gambaran tingkat

customer relationship managementterhadap loyalitas pelanggan.

Draft proposal ini dikerjakan penulis dengan sebaik dan seoptimal

mungkin dengan harapan dapat bermanfaat. Apabila masih terdapat kekurangan

dan kesalahan, dengan segala kerendahan hati penulis mengharapkan kritik dan

saran yang membangun untuk dijadikan landasan perbaikan yang berguna bagi

pengembangan ilmu pengetahuan.

Bandung, Februari 2018

Devira Qibtiyah

iv

UCAPAN TERIMA KASIH

Puji dan Syukur penulis panjatkan kehadirat Allah SWT yang telah

memberikan rahmat, karunia serta kasih sayang Nya yang tak terhingga sehingga

penulis dapat menyelesaikan skripsi ini. Skripsi ini didedikasikan untuk kedua

orang tua tersayang Ibu Risna Nurjanahdan BapakEman Sulaeman yang telah

memberikan segala sesuatu hal yang luar biasa dan terbaik bagi penulis.Semoga

semua yang telah penulis usahakan menjadi sebuah kebanggaan bagi Ibu dan

Bapak. Selanjutnya penulis ucapkan terimakasih kepada adik tercinta Hashifah

Anindita Zahro, serta sepupu tercinta Erma Triyana, Tita Novitasari, Mila Aprilia,

Sausan Ambar Mardiah dan Resty Imfyani Sofyan atas doa, motivasi, semangat

dan kasih sayang yang tiada henti diberikan.

Pada kesempatan ini penulis juga mengucapkan terimakasih dan

penghargaan setinggi-tingginya kepada pihak-pihak yang membantu penyelesaian

skripsi ini khususnya kepada:

1. Bapak Prof. Dr. H. R. Asep Kadarohman, M.Si.selaku Rektor Universitas

Pendidikan Indonesia.

2. Bapak Prof. Dr. H. Agus Rahayu, M.P. selaku Dekan Fakultas Pendidikan

Ekonomi dan Bisnis Universitas Pendidikan Indonesia.

3. Bapak Dr. H. Hari Mulyadi, M.Si. selaku Ketua Program Studi Pendidikan

Manajemen Bisnis Fakultas Pendidikan Ekonomi dan Bisnis Universitas

Pendidikan Indonesia,

4. Bapak Drs. Bambang Widjajanta, M.M. selaku Ketua Tim Pengembang

Penulis Skripsi Program Studi Pendidikan Manajemen Bisnis Fakultas

Pendidikan Ekonomi dan Bisnis Universitas Pendidikan Indonesia.

5. Ibu Dr. Hj. Ratih Hurriyati, M.P.selaku Dosen Pembimbing Iyang senantiasa

membimbing dengan penuh ketelitian dan kesabaran serta selalu memberikan

motivasi dan pengarahan kepada penulis juga bersedia meluangkan waktu,

tenaga, dan pikiran di tengah-tengah kesibukannya sehingga penulis dapat

menyelesaikan skripsi ini. Semoga Allah SWT memberikan balasan dengan

sesuatu yang lebih baik dan penuh keberkahan hidup.

v

6. Ibu Lisnawati, S.Pd., M.M.selaku Dosen Pembimbing II yang telah

memberikan motivasi yang sangat berarti dan pengarahan kepada penulis

dengan penuh kesabaran, semoga Allah SWT melapangkan dan memberikan

kemudahan dalam segala urusan.

7. Bapak Drs. Girang Razati, M.Si.selaku Dosen Pembimbing Akademik yang

telah membimbing dalam penyelesaian kontrak mata kuliah selama masa

perkuliahan penulis di kampus, memberikan motivasi agar cepat

menyelesaikan perkuliahan. Semoga Allah SWT memberikan balasan dengan

pahala amalan baik dan penuh keberkahan hidup.

8. Segenap Dosen Program Studi Pendidikan Manajemen Bisnis yang telah

membimbing dan memberikan motivasi serta bantuan bagi penulis.

9. Sahabat-sahabat terbaik, Furious Generation, Riyanto Syahbani dan Fadiya

Diya Afidah terimakasih atas dukungan, doa, dan hiburannya selama penulis

menyusun skripsi ini.

10. Sahabat-sahabat terbaik di kampus Fitri Asti Pratiwi, Nilam Larassita,

Rozana Adzimaturrohmah, Nadya Mahri dan Nurfitriani yang senantiasa

memberikan semangat dan motivasi bagi penulis saat penyusunan skripsi ini

serta memberikan bantuan saat penulis mengalami kendala.

11. Sahabat seperjuangan dalam menyusun skripsi Fitri Asti Pratiwi, Nurfitriani

dan Hendri Yuliadi terimakasih atas motivasi dan bantuannya. Semoga selalu

dalam lindungan-Nya.

12. Seluruh teman-teman Pendidikan Manajemen Bisnis 2014 yang tidak henti-

hentinya berjuang bersama, semoga selalu menjadi angkatan yang terbaik.

13. Keluarga tersayang yang telah memberikan berbagai macam dukungan dan

doa yang tanpa lelah terus menyemangati penulis dalam penyelesaian skripsi

ini.

Semoga Allah SWT memberikan balasan atas kebaikan-kebaikan semua

pihak yang telah membantu penulis dalam menyelesaikan skripsi ini dengan

balasan yang terbaik serta menghapuskan dosa atas semua kesalahan dan

kekhilafan. Aamiin

vi

Bandung, Juli 2018

Devira Qibtiyah

DAFTAR ISI

ABSTRAK ................................................................................................................... i ABSTRACT ................................................................................................................. ii

KATA PENGANTAR ............................................................................................... iii UCAPAN TERIMA KASIH .................................................................................... iv DAFTAR ISI .............................................................................................................. vi

DAFTAR TABEL ................................................................................................... viii DAFTAR GAMBAR ................................................................................................. ix BAB I PENDAHULUAN ........................................................................................... 1

1.1 Latar Belakang Penelitian ...................................................................... 1 1.2 Identifikasi Masalah ............................................................................... 6

1.3 Rumusan Masalah .................................................................................. 7 1.4 Tujuan Penelitian ................................................................................... 8

BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS .. 9 2.1 Kajian Pustaka ........................................................................................ 9

2.1.1 Konsep Loyalitas Pelanggan ......................................................... 9

2.1.2 Konsep Customer Relationship Management ............................. 15

2.1.3 Penelitian Terdahulu .................................................................... 24 2.2 Kerangka Pemikiran ............................................................................. 26 2.3 Hipotesis ............................................................................................... 31

BAB III OBJEK DAN METODE PENELITIAN ................................................. 32 3.1 Objek Penelitian ................................................................................... 32

3.2 Metode Penelitian................................................................................. 32 3.2.1 Jenis Penelitian dan Metode yang Digunakan ............................. 32 3.2.2 Operasionalisasi Variabel ............................................................ 33

3.2.3 Jenis dan Sumber Data ................................................................ 44 3.2.4 Populasi, Sampel dan Teknik Sampel ......................................... 44

3.2.5 Teknik Pengumpulan Data .......................................................... 48 3.2.6 Hasil Pengujian Validitas dan Realibilitas .................................. 48

3.2.7 Hasil Analisis Data ...................................................................... 55

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ........................................ 69 4.1 Profil Perusahaan dan Profil Nasabah BNI Syariah ................................. 69

4.1.1 Profil Perusahaan ......................................................................... 69 4.1.2 Profil Nasabah BNI Syariah berdasarakan Karakteristik dan

Pengalaman ................................................................................. 74 4.2 Hasil Pengujian Deskriptif ................................................................... 78

4.2.1 Tanggapan Nasabah BNI Syariah terhadap kinerja Customer

Relationship Management dan dimensinya ................................. 78 4.2.2 Tanggapan Nasabah BNI Syariah terhadap Loyalitas

Pelanggan dan dimensinya .......................................................... 85 4.3 Hasil Pengujian Verifikatif .................................................................. 95

4.3.1 Uji Asumsi Structural Equation Modelling ................................ 95

vii

4.3.2 Tahapan-Tahapan Structural Equation Modelling ...................... 97

4.3.3 Pengujian Hipotesis ................................................................... 103 4.4 Implikasi Penelitian ............................................................................ 104

4.4.1 Temuan Penelitian Bersifat Teoritis .......................................... 104 4.4.2 Temuan Penelitian Bersifat Empiris .......................................... 105 4.4.3 Implikasi Hasil Penelitian Pengaruh KinerjaCustomer

Relationship Management terhadap Loyalitas Pelanggan Studi

pada Nasabah BNI Syariah Di Indonesia Pada program Studi

Manajemen Bisnis ..................................................................... 106

BAB V KESIMPULAN DAN REKOMENDASI ............................................... 108 5.1 Kesimpulan ........................................................................................ 108

5.2 Rekomendasi ...................................................................................... 109

DAFTAR PUSTAKA ............................................................................................. 111 LAMPIRAN ................................................................... Error! Bookmark not defined.

viii

DAFTAR TABEL

1.1 Pertumbuhan Bank Konvensional Dan Bank Syariah ..................................... 3 1.2 Indeks Loyalitas ............................................................................................... 4 2.1 Definisi Loyalitas Pelanggan Menurut ParaAhli............................................10

2.2Definisi Customer Relationship Management Menurut Para Ahli .................. 15 2.3Penelitian Terdahulu ........................................................................................ 24

3.1 Operasionalisasi Variabel................................................................................33

3.2 Jenis Dan Sumber Data .................................................................................. 44

3.3 Hasil Uji Validitas Hubungan Customer Relationship Management ............ 50

3.4 Hasil Uji Validitas Hubungan Loyalitas Pelanggan....................................... 51

3.5 Hasil Pengujian Reliabilitas ........................................................................... 55

3.6 Skor Alternatif Jawaban ................................................................................. 56

3.7 Kriteria Penafsiran Hasil Perhitungan Responden ......................................... 57

3.8 Model Pengukuran Variabel Penelitian ......................................................... 61

3.9 Indikator Pengujian Kesesuaian Model ......................................................... 65

4.1 Kantor Cabang BNI Syariah DiIndonesia.......................................................71

4.2 Profil Nasabah Berdasarkan Usia Dan Jenis Kelamin ................................... 75

4.3 Karakteristik Nasabah BNI Syariah Berdasarkan Pekerjaan Dan

Pendapatan ..................................................................................................... 75

4.4Karakteristik Nasabah BNI Syariah Berdasarkan Status Dan Pendidikan

Terakhir .......................................................................................................... 76

4.5Rekapitulasi Tanggapan Konsumen Mengenai Customer Relationship

Management ................................................................................................... 79

4.6 Tanggapan Konsumen Terhadap Bonding ..................................................... 80

4.7 Tanggapan Konsumen Terhadap Trust .......................................................... 81

4.8 Tanggapan Konsumen Terhadap Communication ......................................... 82

4.9 Tanggapan Konsumen Terhadap Commitment .............................................. 83

4.10 Tanggapan Konsumen Terhadap Satisfaction .............................................. 84

4.11 Rekapitulasi Tanggapan Konsumen Mengenai Loyalitas Pelanggan .......... 86

4.12 Tanggapan Konsumen Terhadap Repurchase Intention .............................. 87

4.13 Tanggapan Konsumen Terhadap Word Of Mouth ....................................... 90

4.14 Tanggapan Konsumen Terhadap Cutomer Retention .................................. 91

4.15 Tanggapan Konsumen Terhadap Cutomer Value ........................................ 94

4.16 Hasil Pengujian Estimasi Measurement Model............................................ 98

4.17 Hasil Pengujian Goodness Of Fit ............................................................... 100

ix

DAFTAR GAMBAR

2.1 Customer Loyalty Pyramid.......................................................................14

2.2 CRM Models .............................................................................................22

2.3 Transactional Marketing dan Relationship Marketing Compared ...........29

2.4 Kerangka Pemikiran Pengaruh Kinerja Customer Relationship

Management Terhadap Loyalitas Pelanggan ...........................................31

2.5 Paradigma Penelitian Pengaruh Kinerja Customer Relationship

Management Terhadap Loyalitas Pelanggan...........................................32

3.1 Garis Kontinum Penelitian Loyalitas Pelanggan Dan Customer

Relationship Management........................................................................58

3.2 Model Pengukuran Customer Relationship Management ........................60

3.3 Model Pengukuran Loyalitas Pelanggan..................................................60

3.4 Diagram Jalur Pengaruh Kinerja Customer Relationship Management

Terhadap Loyalitas Pelanggan..................................................................63

4.1 Logo BNI Syariah.....................................................................................69

4.2 Struktur organisai BNI Syariah................................................................70

4.3 Alasan Nasabah Menggunakan BNI Syariah...........................................76

4.4 Garis Kontinum Variabel Customer Relationship Management .............77

4.5 Garis Kontinum Variabel Loyalitas Pelanggan........................................84

4.6 Spesifikasi Model.................................................................................... 95

4.7 Struktur Model Kinerja Customer Relationship Management Terhadap

Loyalitas Pelanggan..................................................................................97

111 Devira Qibtiyah, 2018 PENGARUH KINERJA CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN (STUDI PADA NASABAH BNI SYARIAH DI INDONESIA) Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu

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PENGARUH KINERJA CUSTOMER RELATIONSHIP ...repository.upi.edu/35692/1/S_MBS_1401367_Title.pdfi ABSTRAK Devira Qibtiyah (1401367), “Pengaruh Kinerja Customer Relationship Management