Muslimah, Nurul (2025) Implementasi Analytical Hierarchy Process (AHP) Dalam Penentuan Fitur Customer Relationship Management (CRM) System Pada PT Bank NTB Syariah. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Transformasi digital perbankan syariah menuntut pemilihan fitur Customer Relationship Management (CRM) System yang tepat dan terukur. PT Bank NTB Syariah menghadapi tantangan dalam menentukan prioritas fitur Customer Relationship Management (CRM) System yang sesuai dengan kebutuhan bisnis, keterbatasan sumber daya, serta aspek kepatuhan dan keamanan. Penelitian ini bertujuan untuk menentukan prioritas fitur Customer Relationship Management (CRM) System menggunakan metode Analytical Hierarchy Process (AHP). Penelitian ini menggunakan empat kriteria utama, yaitu peningkatan kinerja bisnis, manajemen relasi nasabah, pengelolaan data dan informasi nasabah, serta kepatuhan dan keamanan. Data diperoleh melalui kuesioner pairwise comparison yang melibatkan lima panel ahli internal PT Bank NTB Syariah dan diolah menggunakan agregasi geometric mean serta uji consistency ratio. Hasil penelitian menunjukkan bahwa pengelolaan data dan informasi nasabah merupakan kriteria dengan bobot tertinggi, dengan subkriteria analitik dan segmentasi nasabah sebagai prioritas utama. Evaluasi alternatif menunjukkan bahwa Customer 360° View menempati peringkat pertama (0,2586), diikuti Omnichannel Interaction & Complaint Management (0,2307) dan AI Chatbot & Digital Assistant (0,1080). Penelitian ini memberikan rekomendasi prioritas implementasi Customer Relationship Management (CRM) System yang objektif dan berbasis data bagi PT Bank NTB Syariah.
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Digital transformation in Islamic banking requires an effective selection of Customer Relationship Management (CRM) System features. PT Bank NTB Syariah faces challenges in prioritizing CRM features due to business needs, limited resources, and regulatory requirements. This study aims to determine the priority of Customer Relationship Management (CRM) System features using the Analytical Hierarchy Process (AHP). Four main criteria are applied: business performance improvement, customer relationship management, customer data and information management, and compliance and security. Data were collected through pairwise comparison questionnaires involving five internal expert panelists and analyzed using geometric mean aggregation and consistency ratio testing. The results indicate that customer data and information management is the most dominant criterion, with data analytics and customer segmentation as the highest-priority sub-criteria. The alternative evaluation shows that Customer 360° View ranks first (0.2586), followed by Omnichannel Interaction & Complaint Management (0.2307) and AI Chatbot & Digital Assistant (0.1080). This study provides objective and data-driven CRM implementation priorities for PT Bank NTB Syariah.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Kata Kunci : Analytical Hierarchy Process, Fitur Customer Relationship Management, Perbankan. Keywords: Analytical Hierarchy Process, Customer Relationship Management Features, Banking. |
| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T11 Technical writing. Scientific Writing |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Nurul Muslimah |
| Date Deposited: | 27 Jan 2026 07:15 |
| Last Modified: | 27 Jan 2026 07:15 |
| URI: | http://repository.its.ac.id/id/eprint/130417 |
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