Saputra, JonikaYudi (2011) Pengaruh Customer Relationship Management (CRM) Dalam Mewujudkan Loyalitas Pelanggan (Survai pada Hotel Klub Bunga Butik Resort, Kota Batu),. Sarjana thesis, Universitas Brawijaya.
Abstract
Customer Relationship Management (CRM) sebagai suatu strategi bisnis yang sangat pas untuk diterapkan pada suatu perusahaan guna menciptakan loyalitas para pelanggannya. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh variabel-variabel Customer Relationship Management (CRM) yang terdiri dari Identifikasi (X 1 ), Diferensiasi (X 2 ), Interaksi (X 3 ) dan Customize (X 4 ) secara simultan dan parsial serta dalam Mewujudkan Loyalitas Pelanggan. Jenis penelitian yang digunakan adalah explanatory research . Pengumpulan data dilakukan dengan menyebar kuesioner dengan jumlah sampel 100 orang responden yang merupakan pengunjung Hotel Klub Bunga Butik Resort, Kota Batu. Dalam penelitian ini menggunakan teknik simpel random sampling yang penentuan masing-masing responden dilakukan secara accidental . Analisis data yang digunakan adalah analisis deskriptif, analisis regresi linear berganda dan analisis regresi parsial. Hasil penelitian ini menjelaskan tentang pengaruh yang signifikan dari keempat Variabel Customer Relationship Management (CRM) (X), dalam mewujudkan Loyalitas Pelanggan (Y) dengan nilai F hitung sebesar 46,676 dengan tingkat signifikansi 0,000 (P<0,05) dan nilai Adjusted R Square yaitu sebesar 0,649. Hal ini membuktikan bahwa variabel-variabel Customer Relationship Management (CRM) secara simultan memberikan kontribusi terhadap Loyalitas Pelanggan dengan nilai persentase sebesar 64,9 %, sedangkan sisanya sebesar 35,1 % dari variabel lain yang tidak masuk dalam model penelitian ini. Hasil penelitian ini juga menunjukan bahwa variabel Diferensiasi (X 2 ), berpengaruh dominan dalam mewujudkan Loyalitas Pelanggan (Y) yang ditunjukan dengan koefisien beta tertinggi yaitu 0,301 dan nilai t hitung yang paling besar yaitu 3,915 dan probabilitas terendah sebesar 0,000 (p<0,05). Kesimpulan dari penelitian ini adalah Customer Relationship Management (CRM) mempunyai pengaruh signifikan dalam mewujudkan Loyalitas Pelanggan. Variabel Diferensiasi (X 2 ), berpengaruh dominan dalam mewujudkan Loyalitas Pelanggan (Y), Oleh karena itu, Hotel Klub Bunga Butik Resort hendaknya mengoptimalkan pengimplementasian Customer Relationship Management (CRM) ini melalui Diferensiasi atau pengelompokkan pelanggan untuk mewujudkan Loyalitas pelanggan.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2011/471/051105271 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 23 Dec 2011 10:31 |
| Last Modified: | 22 Oct 2021 01:58 |
| URI: | http://repository.ub.ac.id/id/eprint/115095 |
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