MEMBANGUN LOYALITAS NASABAH SIMPEDES DENGAN METODE CUSTOMER LIFETIME VALUE

Abstract

This study has two objectives. First to analyze the value of Simpedes customers in the future with CLV method; and to analyze dependent factor to Customer livetime value. The data used in this study were transaction data from Simpedes customers from several BRI units in 14 BRI Regional Offices. CLV method was used to analyze Simpedes customers’ loyalty. The variables are Probability of Active, Average Contri- bution Margin, Acquisition Cost, Mar- keting Cost, Discount Rate, and Period. It can be concluded that Simpedes customers in outside Java region have higher average CLV compare to custo- mers in Java region. BRI needs to increase its up-selling and cross-selling strategies to roll up BRI’s profit.