Perkembangan sektor perbankan mengalami pertumbuhan signifikan seiring berjalannya waktu. Hal ini mengindikasikan bahwa kompetisi di sektor keuangan semakin intensif untuk menarik dan mempertahankan pelanggan, sehingga lembaga keuangan harus lebih memperhatikan dampaknya. Loyalitas nasabah menjadi salah satu faktor penting bagi lembaga keuangan untuk bertahan dalam persaingan bisnis. Penelitian ini bertujuan untuk menguji dan mengetahui bagaimana pengaruh Corporate Social Responsibility (CSR), Customer Relationship Management (CRM), dan Corporate Image terhadap Customer Loyalty.
Penelitian ini menggunakan metode kuantitatif. Pengumpulan data berupa penyebaran kuesioner dengan skala likert yang disebarkan pada 105 responden dengan teknik pengambilan sampel menggunakan accidental sampling. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan menggunakan SPSS 23.
Hasil penelitian ini menunjukkan pada variabel Corporate Social Responsibility secara parsial punya pengaruh positif juga signifikan atas Customer Loyalty. Variabel Customer Relationship Management (CRM) secara parsial punya pengaruh positif juga signifikan atas Customer Loyalty. Variabel Corporate Image secara parsial memiliki pengaruh positif dan signifikan terhadap Customer Loyalty.

Kata Kunci: Corporate Social Responsibility, Customer Relationship Management, Corporate Image, Customer Loyalty
 
ABSTRACT
The development of the banking sector has experienced significant growth over time. This indicates that competition in the financial sector is increasingly intense to attract and retain customers, so financial institutions must pay more attention to its impact. Consumer loyalty is one of the important factors for financial institutions to survive in business competition. This study aims to test and determine how Corporate Social Responsibility (CSR), Customer Relationship Management (CRM), and Corporate Image influence Customer Loyalty.
This research employs a quantitative method. Data collection was conducted through the distribution of questionnaires using a Likert scale, which were distributed to 105 respondents using accidental sampling techniques. The data analysis technique used is multiple linear regression analysis with SPSS 23.
The results of this study indicate that the Corporate Social Responsibility variable has a positive and significant effect on Customer Loyalty partially. The Customer Relationship Management (CRM) variable also has a positive and significant effect on Customer Loyalty partially. The Corporate Image variable has a positive and significant effect on Customer Loyalty partially.