Skripsi

PENGARUH KOMUNIKASI PERSUASIF CUSTOMER RELATIONSHIP MANAGEMENT BANK BNI CABANG FATMAWATI TERHADAP LOYALITAS NASABAH EMERALD

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his study, entitled "The Influence of Persuasive Communication in Customer Relationship Management at BNI Bank Fatmawati Branch on Emerald Customer Loyalty," aims to examine persuasive communication and customer loyalty at BNI Bank, as well as to determine whether persuasive communication has an influence on customer loyalty. The theoretical framework utilized in this research includes the Persuasive Communication in Customer Relationship Management theory developed by Soegoto (2008) and the Customer Loyalty theory by Kotler & Keller (2017). Employing an explanatory quantitative method, data were collected through the distribution of questionnaires to 100 respondents. The findings reveal that the level of influence of persuasive communication conducted by the customer relationship management at BNI Bank Fatmawati Branch on Emerald customer loyalty is 42.8%. Key Word : Persuasive Communication, Customer Loyalty

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Detail Information

Series Title

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Call Number

T1578562024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2024

Collation

ix, 86 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.812

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Komunikasi Persuasif — Bisnis

Specific Detail Info

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Statement of Responsibility

TUTI

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