Ayu Deviyanti, Reza Khairul Hadi

Pengaruh Promosi Dan Customer Relationship Management Terhadap Kepuasan Nasabah Bank Mandiri Pada Penggunaan Mobile Banking Livin' By Mandiri (Studi Pada Bank Mandiri Cabang Tangerang City)

Introduction

Pengaruh promosi dan customer relationship management terhadap kepuasan nasabah bank mandiri pada penggunaan mobile banking livin' by mandiri (studi pada bank mandiri cabang tangerang city). Studi ini menganalisis pengaruh promosi dan CRM terhadap kepuasan nasabah Bank Mandiri pengguna Livin' by Mandiri di Tangerang. CRM terbukti dominan meningkatkan kepuasan.

Abstract

The purpose of this study is to determine the Effect of Promotion and Customer Relationship Management on Bank Mandiri Customer Satisfaction in the Use of Mobile Banking Livin 'By Mandiri (Study at Bank Mandiri Tangerang City Branch) both partially and simultaneously. The method used is quantitative associative. The sampling technique uses a purposive sampling method and obtained a sample of 109 respondents. Data analysis uses validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, determination coefficients and hypothesis tests with the help of SPSS software version 25. The results of the study indicate that partially the promotion variable has a positive but not significant effect on customer satisfaction, with a significance value of 0.030 (<0.05). Meanwhile, the customer relationship management variable has a positive and significant effect on customer satisfaction, with a significance value of 0.000 (<0.05). Simultaneously, promotion and customer relationship management have a significant effect on customer satisfaction with an F count value of 47.955 and a significance of 0.000 (<0.05). Thus, customer relationship management is the most dominant variable in increasing customer satisfaction of Livin' by Mandiri users at Bank Mandiri Tangerang City branch

Review

This study, "The Influence of Promotion and Customer Relationship Management on Bank Mandiri Customer Satisfaction in the Use of Mobile Banking Livin' By Mandiri," addresses a timely and relevant topic concerning digital banking adoption and customer loyalty. Employing a quantitative associative methodology with a sample of 109 respondents from the Tangerang City branch, the research aimed to determine the partial and simultaneous effects of promotion and customer relationship management (CRM) on customer satisfaction with the Livin' by Mandiri mobile application. The abstract clearly outlines the analytical techniques used, including various statistical tests, and concludes that both factors together significantly influence satisfaction, with CRM identified as the most dominant variable. The research benefits from a clear objective and a robust application of standard quantitative analytical methods, which lend credibility to its findings regarding the impact of CRM. The identification of CRM as a primary driver of satisfaction provides a valuable insight for banking practitioners. However, a significant point of confusion arises from the interpretation of the promotion variable's effect: the abstract states it has a "positive but not significant effect" while simultaneously reporting a significance value of 0.030, which is conventionally interpreted as statistically significant at the 0.05 level. This inconsistency requires clarification. Additionally, the study's localized focus on a single branch of one bank, while providing specific context, naturally limits the generalizability of these findings across the broader banking sector or even other branches. In summary, this study offers a foundational understanding of key determinants for mobile banking satisfaction, emphatically underscoring the importance of Customer Relationship Management. The findings provide actionable insights for Bank Mandiri, suggesting that resources should be strategically directed towards enhancing CRM strategies for their Livin' by Mandiri platform. For future research, it is highly recommended to clarify the statistical interpretation of the promotion variable. Expanding the scope to include multiple branches or different financial institutions would greatly enhance the generalizability of the findings, and further qualitative or mixed-methods studies could delve deeper into the specific dimensions of CRM that are most impactful in the digital banking context.

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