Darman Darman, Devi Triana Rosa

The Effect Of The Implementation Of Customer Relationship Management, Increasing Experiental Marketing, And The Application Of Religiosity On The Loyalty Of Diversification Savings Customers Of Bank Nagari Syariah Olo Padang Branch

Introduction

The effect of the implementation of customer relationship management, increasing experiental marketing, and the application of religiosity on the loyalty of diversification savings customers of bank nagari syariah olo padang branch. Explore how CRM, experiential marketing, and religiosity impact customer loyalty for diversification savings customers at Bank Nagari Syariah Olo Padang.

Abstract

This study aims to determine the influence of the Implementation of Customer Relationship Management, Increasing Experiental Marketing, and the Application of Religiosity on the Loyalty of Bank Nagari Syariah Diversification Savings Account Olo Padang Branch. The sampling technique uses a sampling technique, using the Slovin formula so that a sample of 97 people was obtained. The Customer Relationship Management variable (X1) with a tcal value of 2.365 and a value of (Significant = 0.016 <0.05) with (df= n-k, then n= number of respondents, k= number of research variables) df= 97-4=93, then a table of 1.661 was obtained. This means that H1 is accepted, so it can be concluded that Customer Relationship Management has a positive and significant effect on the customer loyalty of Bank Nagari Olo Padang Branch. The Experiental Marketing variable (X2) with a tcal value of 1.890 and a value of (Significant = 0.047<0.05) with (df= n-k, then n= number of respondents, k= number of research variables) df= 97-4=97, then a table of 1.661 was obtained. This means that H2 is accepted, so it can be concluded that Expeiental Marketing has a positive and significant effect on Customer Loyalty of Bank Nagari Syariah Olo Padang Branch. The Religiosity variable (X3) with a tcal value of 2.258 and a value of (Significant = 0.011 <0.05) with (df= n-k, then n = number of respondents, k = number of research variables) df= 97-4=93, then a table of 1.661 was obtained. This means that H3 is accepted, so it can be concluded that Customer Relationship Management has a positive and significant effect on the Customer Loyalty of Bank Nagari Syariah Olo Padang Branch. The F test is known that the value offcal is 5.751 >from the ftable 2.70 and the significance of f = 0.006 < 0.05, meaning that H4 is accepted. It can be said that the Implementation of Customer Relationship Management, Increasing Experiental Marketing, and the Implementation of Religiosity have a positive and significant effect on the Customer Loyalty of Bank Nagari Syariah Diversified Savings Account Olo Padang Branch. This means that the variables of Customer Relationship Management Implementation, Increasing Experiental Marketing, and Implementation of Religiosity can explain the variable of Customer Loyalty of Bank Nagari Syariah Diversification Savings Bank Olo Padang Branch, by 22.4%. The remaining 77.6% was explained by other variables that were not observed in this study.

Review

This study provides an intriguing look into the drivers of customer loyalty within the specialized context of Islamic banking, specifically focusing on diversification savings customers at Bank Nagari Syariah Olo Padang Branch. The research investigates the influence of Customer Relationship Management (CRM), Experiential Marketing, and Religiosity, aiming to determine their impact on customer loyalty. The abstract clearly articulates the study's objective and presents findings that suggest all three independent variables — CRM, Experiential Marketing, and Religiosity — individually and collectively exert a positive and significant effect on customer loyalty. This highlights a relevant area of inquiry, particularly in understanding consumer behavior in a faith-based financial institution. From the provided abstract, the study's strength lies in its clear identification of variables and its specific focus within a defined geographical and organizational context. The methodology outlines the use of the Slovin formula to determine a sample size of 97 respondents, and the abstract reports precise statistical outputs including t-values, significance levels, and an F-value, demonstrating a quantitative approach to analysis. However, a minor inconsistency appears in the degrees of freedom (df) calculation for the Experiential Marketing variable (df=97-4=97), which deviates from the consistent df=93 reported for the other variables, suggesting a potential typographical error or methodological nuance that requires clarification in the full paper. Crucially, the abstract lacks detail on the specific *operationalization* of these variables, which is essential for evaluating the construct validity and reliability of the measures employed. While the findings indicate statistical significance, the abstract reveals a notable limitation: the combined independent variables explain only 22.4% of the variance in customer loyalty, leaving a substantial 77.6% unexplained. This significant unexplained variance suggests that other crucial factors, not included in this model, are strongly influencing customer loyalty. The full paper would greatly benefit from a thorough discussion of these potential unobserved variables and their implications. Furthermore, the localized focus on a single bank branch in Olo Padang limits the generalizability of the findings, prompting questions about their broader applicability. A comprehensive review of the full manuscript would delve deeper into the theoretical underpinnings, the chosen data collection methods beyond just sampling size, and the practical recommendations for Bank Nagari Syariah given the observed explanatory power.

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