Persaingan industri perbankan menuntut bank untuk mempertahankan loyalitas nasabah melalui
pengelolaan hubungan, peningkatan kualitas pelayanan, dan penguatan keputusan nasabah
dalam menggunakan produk perbankan. Penelitian ini bertujuan untuk menganalisis pengaruh
Customer Relationship Management (CRM), kualitas pelayanan, dan keputusan nasabah
terhadap loyalitas nasabah Bank KB Bukopin Jember. Penelitian menggunakan pendekatan
kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 nasabah Bank KB
Bukopin Jember. Data dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik,
regresi linear berganda, uji parsial, uji simultan, dan koefisien determinasi dengan bantuan
SPSS. Hasil penelitian menunjukkan bahwa CRM, kualitas pelayanan, dan keputusan nasabah
berpengaruh positif dan signifikan terhadap loyalitas nasabah, baik secara parsial maupun
simultan. Kualitas pelayanan menjadi variabel yang paling dominan dengan koefisien regresi
sebesar 0,399, diikuti keputusan nasabah sebesar 0,256 dan CRM sebesar 0,120. Nilai koefisien
determinasi sebesar 0,578 menunjukkan bahwa ketiga variabel tersebut mampu menjelaskan
loyalitas nasabah sebesar 57,80%, sedangkan 42,20% sisanya dipengaruhi oleh faktor lain di
luar penelitian. Hasil penelitian menegaskan bahwa loyalitas nasabah dapat ditingkatkan
melalui penerapan CRM yang efektif, pelayanan yang cepat, tepat, aman, dan responsif, serta
penyediaan produk yang sesuai dengan kebutuhan nasabah. Oleh karena itu, Bank KB Bukopin
Jember perlu mengintegrasikan pengelolaan hubungan nasabah, kualitas pelayanan langsung
dan digital, serta penguatan keunggulan produk untuk mempertahankan loyalitas nasabah.
Kata Kunci : Customer Relationship Management, Keputusan Nasabah, Kualitas Pelayanan,
Loyalitas Nasabah, Regresi Linear Berganda.

Competition in the banking industry requires banks to maintain customer loyalty through
effective relationship management, improved service quality, and stronger customer decisions
in using banking products. This study aims to analyze the effects of Customer Relationship
Management (CRM), service quality, and customer decisions on customer loyalty at Bank KB
Bukopin Jember. This study employed a quantitative approach and a survey method by
distributing questionnaires to 100 customers of Bank KB Bukopin Jember. The data were
analyzed using validity testing, reliability testing, classical assumption testing, multiple linear
regression, partial testing, simultaneous testing, and the coefficient of determination with the
assistance of SPSS. The results indicate that CRM, service quality, and customer decisions have
positive and significant effects on customer loyalty, both partially and simultaneously. Service
quality is the most dominant variable, with a regression coefficient of 0.399, followed by
customer decisions at 0.256 and CRM at 0.120. The coefficient of determination of 0.578
indicates that the three variables explain 57.80% of the variation in customer loyalty, while the
remaining 42.20% is influenced by other factors outside the research model. These findings
confirm that customer loyalty can be improved through effective CRM implementation, fast,
accurate, secure, and responsive services, as well as banking products that meet customer
needs. Therefore, Bank KB Bukopin Jember should integrate customer relationship
management, the quality of both direct and digital services, and the strengthening of product
advantages to maintain customer loyalty.
Keywords: Customer Decisions; Customer Loyalty; Customer Relationship Management;
multiple linear regression, Service Quality.