FAUZIAH, FIKA (2021) ANALISIS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DALAM MENINGKATKAN KEPUASAN DAN LOYALITAS PELANGGAN (Studi pada Bengkel Yamaha Fanams Motor, Jaktim). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penerapan CRM pada suatu perusahaan secara tidak langsung dikatakan sebagai pengkomputerisasikan data pelanggan. Hal ini dimaksudkan agar perusahaan mengetahui apa yang menjadi kebutuhan dan keinginan pelanggan. Tujuan penelitian ini untuk mengetahui hubungan antara CRM dengan kepuasan pelanggan dan untuk mengetahui hubungan CRM dengan loyalitas pelanggan. Penelitian ini menggunakan metoda penelitian deskriptif kuantitatif yang dilakukan dengan menyebarkan kuesioner kepada pelanggan Fanams Motor. Diketahui terdapat 82 responden pada penelitian ini. Adapun metoda yang digunakan adalah non probability sampling dengan teknik purposive sampling. Hasil penelitian diperoleh nilai koefisien korelasi antara CRM dengan kepuasan pelanggan sebesar 0,483, yang menunjukkan hubungan kedua variabel pada tingkat kategori sedang dan bersifat searah (positif). Hasil penelitian diperoleh nilai koefisien korelasi antara CRM dengan loyalitas pelanggan sebesar 0,652, yang menunjukkan hubungan kedua variabel pada tingkat kategori kuat dan bersifat searah (positif). Hasil pengujian hipotesis dengan taraf nyata 5% membuktikan bahwa antara CRM dengan kepuasan pelanggan dan CRM dengan loyalitas pelanggan mempunyai hubungan yang signifikan. Kata Kunci : Customer Relationship Management (CRM), kepuasan pelanggan, loyalitas pelanggan. ABSTRACT Implementation of CRM in a company is known as computerizing consumer data. So, the company knows what the customer needs and wants. The purpose of this study is to determine the relationship between CRM and customer satisfaction and to determine the relationship between CRM and customer loyalty. This study uses a quantitative descriptive research method carried out by distributing questionnaires to Fanams Motor customers. There are 82 respondents in this study. The method used is non probability sampling with purposive sampling technique. The results showed that the value of the correlation coefficient between CRM and customer satisfaction was 0.483, which indicates that the relationship between the two variables is at the moderate category level and is unidirectional (positive). The results showed that the correlation coefficient between CRM and customer loyalty was 0.652, which indicates that the relationship between the two variables at the category level is strong and is unidirectional (positive). The results of hypothesis testing with a real level of 5% prove that between CRM with customer satisfaction and CRM with customer loyalty have a significant relationship. Keyword : Customer Relationship Management (CRM), customer satisfaction, customer loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms FIKA FAUZIAH | ||||||||
| Date Deposited: | 28 Apr 2021 04:19 | ||||||||
| Last Modified: | 28 Apr 2021 04:19 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4252 |
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