Rahmat, Alfian (2018) Pengaruh Customer Relationship Management terhadap Kepuasan dan Loyalitas Pelanggan (Survei pada pelanggan Service Kendaraan AUTO2000 Kediri Suharmadji). Sarjana thesis, Universitas Brawijaya.
Abstract
Perusahaan memerlukan strategi yang mampu menjembatani antara pelanggan dan perusahaan. Salah satu strategi yang dapat dilakukan perusahaan adalah dengan menerapkan CRM (Customer Relationship Management). Fokus utama CRM adalah menciptakan Loyalitas Pelangan, pelanggan yang loyal cenderung lebih profitable dibanding pelanggan yang tidak loyal. Kepuasan pelanggan menjadi faktor penting dalam terciptanya suatu loyalitas, dengan merasa puas terhadap suatu produk/jasa maka mereka akan kembali lagi untuk membeli dan merasakan produk/jasa tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh CRM terhadap Kepuasan Pelanggan, pemgaruh CRM terhadap Loyalitas Pelanggan, dan pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pelanggan service kendaraan AUTO2000 Kediri Suharmadji dengan karakteristik: pemilik kendaraan pribadi dan telah melakukan service sebanyak 2 kali atau lebih di AUTO2000 Kediri Suharmadji. Sampel dalam penelitian ini sebanyak 112 responden yang diperoleh berdasarkan rumus Machin dan Champbell. Teknik pengambilan sampel menggunakan non probability sampling dengan metode purposive sampling. Metode pengumpulan data dengan cara menyebarkan kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil peneletian menunjukkan bahwa Customer Reliationship Management berpengaruh signifikan terhadap Kepuasan Pelanggan dengan nilai probalitas (0,000) < 0,05, Customer Reliationship Management berpengaruh signifikan terhadap Loyalitas Pelanggan dengan nilai probalitas (0,029) < 0,05, dan Kepuasan Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan dengan nilai probalitas (0,000) < 0,05. Customer Relationship Management (CRM) memberikan pengaruh signifikan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebesar 0,591.
English Abstract
Companies need a strategy that is able to bridge between customers and companies. One of the strategies that a company can do is to apply Customer Relationship Management (CRM). The main focus of CRM is to create Customer Loyalty, loyal customer tend to be more profitable than disloyal customer. Customer satisfaction becomes an important factor in the creation of a loyalty, by being satisfied with a product / service then they will come back again to buy and feel the product / service. This study aims to determine the effect of CRM on Customer Satisfaction, CRM influence on Customer Loyalty, and the influence of Customer Satisfaction on Customer Loyalty. The type of this research is explanatory research with quantitatif approach. The population in this research is all of AUTO2000 customer service vehicle by some of characteristics: its owner (not a driver etc.) and doing at least twice or more service his car in AUTO2000 Kediri Suharmadji with all type of car. Sample of this research is 113 people by the formula of Machin and Champbell. Sampling technique using non probability sampling with purposive sampling method. Methods of data collection by distributing questionnaires. Data analysis used is descriptive analysis and path analysis. The result of this research shows that Customer Reliationship Management significantly influence Customer Satisfaction with probability value (0.000) <0,05, Customer Reliationship Management significantly influence Customer Loyalty with probality value (0,029) <0,05, and Customer Satisfaction has significant influence to Customer Loyalty with probability value (0,000) <0.05. Customer Relationship Management (CRM) gives a significant influence on Customer Loyalty through Customer Satisfaction of 0,591.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/992/051811517 |
| Uncontrolled Keywords: | Customer Relationship Management (CRM), Kepuasan Pelanggan, Loyalitas Pelanggan.-Customer Relationship Management (CRM), Customer Satisfaction, Loyalty. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 12 Jul 2019 06:42 |
| Last Modified: | 25 Oct 2021 03:04 |
| URI: | http://repository.ub.ac.id/id/eprint/165403 |
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