Pradana, Tetuko Aldimas Setyawan Eka (2018) Analisis Kepuasan pengguna Audience Insights Menggunakan Model Sosial Strategis CRM. Sarjana thesis, Universitas Brawijaya.
Abstract
Keadaan pasar yang sangat kompetitif, perubahan tren konsumsi yang tak terduga dan tuntutan pelanggan yang semakin kompleks menuntut pelaku usaha untuk bisa menghadirkan produk/ layanan yang sesuai dengan kebutuhan pasar. Salah satu cara untuk bisa mengetahui produk/ layanan yang sesuai dengan kondisi pasar adalah dengan cara berkomunikasi langsung dengan pelanggan. Audience Insights merupakan salah satu tools CRM yang ada di Facebook yang fokusnya pada bidang operasional. Penelitian ini bertujuan untuk mengetahui kepuasan penjual saat meraka mengunakan Audience Insights sebagai media untuk melakukan promosi menggunakan model sosial strategis CRM. Model tersebut memiliki 5 indikator yaitu: customer relationship oriented, social media technology use, customer engagement initiatives, relational information processes dan customer relationship performance. Sampel penelitian ini berjumlah 86 data dengan rentang usia antara 17 – 44 tahun yang berdomisili di Kota Malang. Hasil penelitian penunjukkan semua indikator memiliki taraf signifikansi yang baik dan dapat diterima. Variabel social media technology use, customer engagement initiatives, dan relational information processes memiliki hubungan yang kuat. Variabel customer relationship performance memiliki hubungan moderat dan variabel customer relationship oriented tidak memiliki hubungan.
English Abstract
Highly competitive market conditions, unexpected changes in consumption trends and increasingly complex customer demands require business actors to deliver products / services that meet market needs. One way to be able to know the products / services in accordance with market conditions is to communicate directly with customers. Audience Insights is one of the CRM tools on Facebook that focus on the operational field. This study aims to determine the satisfaction of sellers when they use Audience Insights as a medium to do promotion using strategic social model of CRM. The model has 5 indicators: customer relationship oriented, social media technology use, customer engagement initiatives, relational information processes and customer relationship performance. The sample of this study amounted to 86 data with an age range between 17 - 44 years of domicile in Malang. The results of the study indicate that all indicators have a good and acceptabellevel of significance. Variables of social media technology use, customer engagement initiatives, and relational information processes have strong relationships. Customer relationship performance variable has moderate relationship and customer relationship oriented variable has no relationship.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2018/89/051810928 |
| Uncontrolled Keywords: | kepuasan pengguna, sosial CRM, strategis sosial CRM User satisfaction, social CRM, social strategic CRM |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations > 658.812 028 5 Customer relations--Computer programs |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 27 Feb 2019 02:30 |
| Last Modified: | 22 Oct 2021 07:14 |
| URI: | http://repository.ub.ac.id/id/eprint/13483 |
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