UPAYA MENINGKATKAN LOYALITAS NASABAH TABUNGAN SIMPEDES MELALUI PROGRAM BRImo FSTVL PADA PT. BANK RAKYAT INDONESIA UNIT BATU 1

Effort to enhance the loyalty of simpedes savings account customers at PT. Bank Rakyat Indonesia Unit Batu 1 are through the BRImo FSTVL program, which is organized in two forms : the Direct Prize Program And The Prize Draw Program. Customer loyalty programs are an important aspect for service providers, as these programs encourage customers to be more enthusiastic about saving and more loyal to using the products and services offered.
The purpose of this research is to describe the mechanism of implementing the customer loyalty program for simpedes savings accounts and to examine the customer loyalty program for simpedes savings accounts in the operational activities at Bank BRI Unit Batu 1. This research employs a qualitative descriptive approach with data collection through observation, interviews and documentation.
Based on the research findings, efforts to enhance customer loyalty for simpedes savings accounts through the BRImo FSTVL program at Bank BRI Unit Batu 1 have been carried out very well, as evidenced by the indicators presented by customers, such as making repeat purchases, buying across product lines, referring others and demonstrating resilience against competitors attractions.