ANALISIS PENGARUH BRAND POSITIONING DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP TINGKAT LOYALITAS NASABAH MIKRO (STUDI KASUS PADA BANK SYARIAH MANDIRI KANTOR CABANG CIBINONG)

Sidiq Muttaqin 1515.1111.749 "Analysis the effect of Brand Positioning and Customer Relationship Management On Customer Loyalty At PT. Bank Syariah Mandiri Branch Office Cibinong. 146 pages, 52 tables, 14 pictures and 8 attachments, Jakarta 2018.

The Goal of this study is to examine the effect of brand positioning and customer relationship management on the level of loyalty of micro customers in PT Bank Syariah Mandiri Branch Office Cibinong. Population in this research is Micro Customer in PT. Bank Syariah Mandiri Branch Office Cibinong. The sampling technique using Simple Random Sampling, where the sample number of respondents as many as 100 customers of active customer population in November 2017. Data collection with the distribution of questionnaires to respondents.

Research conducted at PT.Bank Syariah Mandiri Branch Office Cibinong for five months from November 2017 until February 2017. This research using tools SPSS version 22. The data were analyzed using Likert scale method. From linear regression test with result Ŷ = 10,146 + 0,613 X1, Ŷ = 14,265 + 0,463 X2. and Ŷ = 6,935 + 0,438 X1 + 0,293 X2. The correlation coefficient test is Rx1 = 0,682, Rx2 = 0,639 and Rx1x2 = 0,768. Test of coefficient of determination X1 to Y is 46,4%, X2 to Y is 40,8%, X 1X2 to Y 59,0%. The statistic test T X1 to Y shows that t count 9,220 bigger than t tabel 1,98477, X2 holds Y indicates t count of 8,222 bigger than t tabel 1. 98477. Test statistic F X1X2 to Y shows f count 69,900 bigger than f tabel 3.09. The results of this study partially and simultaneously show that the variable Brand Positioning and Customer Realtionship Management significantly influence customer loyalty variables.

Reference books have 13 books (2005-2017), 8 journals, 3 websites.
Mentors: Arifin Nugroho, SE, MM and Drs.H.Arjuna Wiwaha,MM.

Keywords: Brand Positioning, Customer Relationship Management, Loyalty