Pengaruh Customer Relationship Management (CRM) Capabilities Terhadap Marketing Performance: Studi Pada Rumah Sakit di Malang Raya.

Setyorini, Yanuarti Putri and Sunaryo, and Dr. Christin Susilowati, (2021) Pengaruh Customer Relationship Management (CRM) Capabilities Terhadap Marketing Performance: Studi Pada Rumah Sakit di Malang Raya. Magister thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh customer orientation terhadap CRM capabilities; menganalisis pengaruh customer centric organizational system terhadap CRM capabilities; menganalisis pengaruh CRM technology terhadap CRM capabilities; menganalisis pengaruh CRM capabilities terhadap marketing performance. Sample pada penelitian ini adalah 30 Rumah Sakit bertipe C dan D yang bekerjasama dengan BPJS Kesehatan di Wilayah Malang Raya dengan subjek penelitian 3 orang (tim pemasaran, manajer pemasaran, dan top manajemen) dari masing-masing Rumah Sakit sehingga jumlah responden adalah 90 orang. Teknik pengambilan sampel menggunakan sampling jenuh dan analisis data menggunakan Partial Least Squares. Hasil penelitian menunjukkan bahwa customer orientation berpengaruh positif dan signifikan terhadap CRM capabilities dengan koefisien 0,435; customer centric organizational system berpengaruh positif dan signifikan terhadap CRM capabilities dengan koefisien 0,237; CRM technology berpengaruh positif dan signifikan terhadap CRM capabilities dengan koefisien 0,233; dan CRM capabilities berpengaruh positif dan signifikan terhadap marketing performance dengan koefisien 0,617.

English Abstract

The objective of this research is to analyze the effect of customer orientation on CRM capabilities, the effect of customer centric organizational system on CRM capabilities, the effect of CRM technology on CRM capabilities, and the effect of CRM capabilities on marketing performance. The sample of this study is thirty C and D type hospitals in Greater Malang that partner with BPJS Kesehatan. The research subject are three employees of marketing team, marketing manager, and top management from each hospital, resulting in 90 respondents. This study finds that customer orientation positively and significantly affects CRM capabilities with the coefficient of 0.435, customer centric organizational system positively and significantly influences CRM capabilities with the coefficient of 0.237, CRM technology positively and significantly affects CRM capabilities with the coefficient of 0.233, and CRM capabilities positively and significantly influences marketing performance with the coefficient of 0.617.

Other obstract

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Item Type:	Thesis (Magister)
Identification Number:	:0421020056
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Nur Cholis
Date Deposited:	27 Jul 2023 08:05
Last Modified:	07 Oct 2024 08:20
URI:	http://repository.ub.ac.id/id/eprint/202176

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