ANALISIS IMPLEMENTASI BRAND AWARENESS DAN CUSTOMER RELATIONSHIP MARKETING (CRM) PADA PERBANKAN SYARIAH DI KOTA BENGKULU (Studi Pada Nasabah Bank Syariah Indonesia KCP Panorama Kota Bengkulu)

Authors

  • Reza Anggraini Universitas Islam Negeri Fatmawati Sukarno Bengkulu, Indonesia
  • Eka Sri Wahyuni
  • Aan Shar

DOI:

https://doi.org/10.29040/jie.v8i3.15054

Abstract

This research aims to analyze the influence of brand awareness and customer relationship marketing on customer purchasing decisions at BSI KCP Panorama. This research uses a qualitative method with a descriptive approach. Data collection techniques in this research used observation and interviews. This research explores customers' perceptions of a bank's brand image and how ongoing relationships built through relationship marketing influence their trust and purchasing decisions. The research results show that brand awareness plays an important role in strengthening the bank's image and increasing customer trust, while customer relationship marketing is effective in building meaningful and sustainable relationships with customers. Marketing strategies that focus on increasing brand awareness and strong relationships with customers can increase customer loyalty and purchasing decisions at BSI KCP Panorama.

References

Andrianto, & Firmansyah, M. A. (2019). Manajemen Bank Syariah ( Implementasi Teori Dan Praktek ). Cv. Penerbit Qiara Media, 536.

Arianty, N., & Andira, A. (2021). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50.

Bilgin, Y. (2018). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.

Hoiriyah Ali. (2022). Pengaruh Corporate Image, Customer Relationship Marketing Dan Layanan Fintech Terhadap Loyalitas Nasabah. Universitas Islam Malang Fakultas Ekonomi Dan Bisnis Malang, 8.5.2017, 2003–2005.

Rizki Amanda Puspitasari, Mochammad Djudi Mukzam, M. I. (2014). Analisis Merode Dan Prosedur Pelaksanaan Rekrutmen Dan Seleksi Untuk Mendapatkan Karyawan Yang Bermutu (Studi Kasus Pada Perusahaan Daerah Air Minum Kota Malang). In Jurnal Administrasi Bisnis (Vol. 9, Issue 2).

Semuel, H. (2012). Customer Relationship Marketing Pengaruhnya Terhadap. 7(1), 33–41.

Sutariningsih, N. M. A., & Widagda K, I. G. N. J. A. (2021). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 10(2), 145.

Taruna, R. D., & Setiawan, S. (2019). Pengaruh Kinerja Keuangan Terhadap Pertumbuhan Laba Bank Umum Di Indonesia. Aims: Jurnal Accounting Information System, 2(1), 1–9.

Trisela, I. P., & Pristiana, U. (2020). Analisis Perbandingan Kinerja Keuangan Bank Syariah Dengan Bank Konvensional Yang Terdaftar Di Bursa Efek Indonesia Periode 2014 - 2018. Jem17: Jurnal Ekonomi Manajemen, 5(2), 83–106.

Wilarjo, S. B. (2014). Pengertian, Peranan Dan Perkembangan Bank Syari’ah di Indonesia. Igarss 2014, 2(1), 1–5.

Yusriadi. (2022). Bank Syariah Dan Konvensional (Suatu Analisis Perbedaan dan Prinsip-Prinsipnya). Syarah : Jurnal Hukum Islam, 11(2).

Downloads

Published

2024-09-29

How to Cite

Anggraini, R., Wahyuni, E. S., & Shar, A. (2024). ANALISIS IMPLEMENTASI BRAND AWARENESS DAN CUSTOMER RELATIONSHIP MARKETING (CRM) PADA PERBANKAN SYARIAH DI KOTA BENGKULU (Studi Pada Nasabah Bank Syariah Indonesia KCP Panorama Kota Bengkulu). JURNAL ILMIAH EDUNOMIKA, 8(3). https://doi.org/10.29040/jie.v8i3.15054

Issue

Vol. 8 No. 3 (2024): EDUNOMIKA

Section

Articles

Citation Check