Jannah, Aulia (2016) Pengaruh Customer Relationship Management Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Tamu Domestik Harris Hotel & Conventions Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan: (1) Pengaruh Customer Relationship Management terhadap Kepuasan Pelanggan; (2) Pengaruh Customer Relationship Management terhadap Loyalitas Pelanggan; (3) Pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel dalam penelitian ini adalah Customer Relationship Management, Kepuasan Pelanggan dan Loyalitas Pelanggan. Populasi dalam penelitian ini adalah tamu domestik Hotel HARRIS & Conventions Malang dengan minimal menginap 2 kali. Sampel sebanyak 102 orang responden yang diambil dengan teknik purposive sampling dengan metode pengambilan data menggunakan kuesioner. Analisis data menggunakan analisis deskripsi dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa: (1) Customer Relationship Management berpengaruh langsung dan signifikan terhadap Kepuasan Pelanggan; (2) Customer Relationship Management berpengaruh positif terhadap Loyalitas Pelanggan; (3) Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Maka dengan demikian, Hotel HARRIS Malang telah menerapakan Customer Relationship Management dengan baik namun sebaiknya tetap konsisten dan melakukan evaluasi secara berkala untuk dapat meningkatkan Kepuasan Pelanggan dan mempertahankan Loyalitas Pelanggan.
English Abstract
This study aims to identify and explain: (1) Effect of Customer Relationship Management on Customer Satisfaction; (2) Effect of Customer Relationship Management on Customer Loyalty; (3) Effect of Customer Satisfaction to Customer Loyalty. This type of research is explanatory research with quantitative approach. The variable in this study is a Customer Relationship Management, Customer Satisfaction, and Customer Loyalty. The population in this study are domestic guests HARRIS Hotel & Conventions Malang with a minimum of stay 2 times. A sample of 102 respondents taken by purposive sampling method of data collection using questionnaires. Data analysis using descriptive analysis and path analysis. The results of path analysis showed that: (1) Customer Relationship Management has direct and significant impact on the Customer Satisfaction; (2) Customer Relationship Management has positive effect on customer loyalty; (3) Customer Satisfaction has positive and significant impact on the Customer Loyalty. So therefore, HARRIS Hotel Malang has been applying Customer Relationship Management well but should remain consistent and carry out regular evaluation in order to improve customer satisfaction and maintain Customer Loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2016/1302/051802667 |
| Uncontrolled Keywords: | Customer Relationship Management, Kepuasan Pelanggan, Loyalitas Pelanggan |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 05 Apr 2018 02:54 |
| Last Modified: | 26 Oct 2021 06:03 |
| URI: | http://repository.ub.ac.id/id/eprint/9200 |
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BAB V.pdf Download (91kB) | Preview |
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BAGIAN DEPAN.pdf Download (1MB) | Preview |
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KUESIONER PENELITIAN.pdf Download (251kB) | Preview |
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LAMPIRAN 1.pdf Download (268kB) | Preview |
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BAB I.pdf Download (296kB) | Preview |
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LAMPIRAN 2.pdf Download (82kB) | Preview |
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BAB II.pdf Download (508kB) | Preview |
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BAB III.pdf Download (427kB) | Preview |
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BAB IV.pdf Download (645kB) | Preview |
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