ANALISIS CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN PT PELABUHAN INDONESIA IV (PERSERO) MAKASSAR

AKMEN Jurnal Ilmiah

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Title ANALISIS CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN PT PELABUHAN INDONESIA IV (PERSERO) MAKASSAR
ANALISIS CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN PT PELABUHAN INDONESIA IV (PERSERO) MAKASSAR
 
Creator Randy, Muh Fuad
 
Description Business competition is getting tighter, so many companies must be able to know and fulfill the wants or needs of their customers precisely. The level of competition is so tight that many companies no longer focus their marketing activities solely on finding new buyers / customers, but on how to maintain and increase customer loyalty. The strategy that is able to bridge between customers and companies, especially in terms of satisfaction and loyalty, is to apply a concept called Customer Relationship Management (CRM). This study aims to determine the effect of CRM both on satisfaction and loyalty partially and to know the indirect effect of CRM on loyalty through customer satisfaction as an intervening variable by drawing a sample of 60 people or customers. Based on the results of testing the coefficient of determination, it is known that the effect of CRM on customer satisfaction is 20.5% and the remaining 79.5% is influenced by other variables which are not addressed in this study. While the test results of the coefficient of determination in the second regression equation show that the CRM variable and customer satisfaction affect the level of customer loyalty by 44.8% and the remaining 55.2% is influenced by other variables which are not raised in this study. However, from the results of testing the intervening variable that customer satisfaction is not an intervening variable between CRM and customer loyalty.
Persaingan bisnis semakin ketat mengakibatkan banyak perusahaan harus mampu mengetahui dan memenuhi keinginan atau kebutuhan para pelanggan dengan tepat. Tingkat persaingan yang begitu ketat mengakibatkan banyak perusahaan tidak lagi memfokuskan aktifitas pemasaran semata-semata pada pencarian pembeli/pelanggan baru, namun sudah pada bagaimana mempertahankan serta meningkatkan kesetiaan pelanggan. strategi yang mampu menjembatani antara pelanggan dan perusahaan terutama dalam hal kepuasan dan loyalitas adalah dengan menerapkan konsep yang disebut dengan Customer Relationship Management (CRM). Penelitian ini bertujuan untuk mengetahui pengaruhnya CRM baik terhadap kepuasan maupun loyalitas secara parsial serta mengetahui pengaruhnya CRM secara tidak langsung terhadap loyalitas melalui kepuasan pelanggan sebagai variable intervening dengan penarikan sampel sebanyak 60 orang atau pelanggan. Berdasarkan hasil pengujian koefisien determinasi diketahui adanya pengaruh CRM terhadap kepuasan pelanggan sebesar 20,5% dan 79,5% sisanya di pengaruhi variable lain yang tidak diangkat dalam penelitian ini. Sedangkan hasli pengujian koefisien determinasi pada persamaan regresi ke dua bahwa variable CRM dan kepuasan pelanggan mempengaruhi tingkat loyalitas pelanggan sebesar 44,8% dan sisanya 55,2% dipengaruhi oleh variable lain yang tidak diangkat dalam penelitian ini. Namun dari hasil pengujian variable intervening bahwa kepuasan pelanggan tidak menjadi variable intervening diantara CRM dan loyalitas pelanggan.
 
Publisher Lembaga Penelitian dan Publikasi Nobel Indonesia
 
Date 2020-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://e-jurnal.stienobel-indonesia.ac.id/index.php/akmen/article/view/1150
10.37476/akmen.v17i4.1150
 
Source AkMen JURNAL ILMIAH; Vol 17 No 4 (2020): AkMen JURNAL ILMIAH; 590-598
2621-4377
1829-8524
10.37476/akmen.v17i4
 
Language eng
 
Relation https://e-jurnal.stienobel-indonesia.ac.id/index.php/akmen/article/view/1150/976
 
Rights Copyright (c) 2020 AkMen JURNAL ILMIAH
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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