Wardhanie, AyouviPoerna (2014) Pengaruh Customer Relationship Management (CRM) Terhadap Kepuasan, Loyalitas dan Advokasi Pelanggan (Studi pada Pelanggan Mie Setan di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management (CRM) terhadap advokasi pelanggan melalui kepuasan pelanggan, menganalisis pengaruh Customer Relationship Management (CRM) terhadap advokasi pelanggan melalui loyalitas pelanggan dan menganalisis pengaruh kepuasan pelanggan terhadap advokasi pelanggan melalui loyalitas pelanggan. Penelitian ini menggunakan metode kuantitatif dengan melakukan penelitian survey. Obyek penelitian berjumlah 120 orang. Teknik pengambilan sampel dalam penelitian ni adalah teknik sampling non probabilitas yaitu Purposive sampling. Metode analisis data yang digunakan adalah Analisis Jalur (Path Analysis). Hasil analisis menunjukkan bahwa Customer Relationship Management (CRM) berpengaruh terhadap advokasi pelanggan melalui kepuasan pelanggan, Customer Relationship Management (CRM) berpengaruh terhadap advokasi pelanggan melalui loyalitas pelanggan dan kepuasan pelanggan berpengaruh terhadap advokasi pelanggan melalui loyalitas pelanggan. Jika dilihat dari nilai koefisien beta masing-masing, variabel loyalitas pelanggan memiliki pengaruh yang lebih kuat sebagai variabel intervening dibandingkan dengan variabel kepuasan pelanggan.
English Abstract
This study aims to analyze effect of Customer Relationship Management (CRM) to customer advocacy through customer satisfaction. Analyze effect of Customer Relationship Management (CRM) to customer advocacy through customer loyalty and analyze effect of customer satisfaction to customer advocacy through customer loyalty. This study uses quantitative methods with survey approach. research objects are 120 people with Purposive sampling`s methods. To test hypo ses, this research uses Path analysis. research result shows that Customer Relationship Management (CRM) affect to customer advocacy through customer satisfaction, Customer Relationship Management (CRM) affect to customer advocacy through customer loyalty and customer satisfaction affect to customer advocacy through customer loyalty. Based on coeffisien beta, loyalty variable has greatest effect as an intervening variables between Customer Relationship Management (CRM) to advocacy than satisfaction variable.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.812/WAR/p/041403305 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 01 Jul 2014 13:26 |
| Last Modified: | 01 Jul 2014 13:26 |
| URI: | http://repository.ub.ac.id/id/eprint/159927 |
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