PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA KONSUMEN MIXUE DI JABODETABEK

HANA ZAHIDA, . (2023) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA KONSUMEN MIXUE DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menginvestigasi pengaruh customer relationship management (CRM) terhadap customer loyalty dengan customer satisfaction sebagai variabel intervening. Responden yang terlibat dalam penelitian ini merupakan konsumen Mixue yang berdomisili di Jabodetabek, berusia 17 tahun ke atas, dan pernah mengonsumsi produk Mixue sebanyak lima kali dalam tiga bulan terakhir. Data yang terkumpul dianalisis menggunakan teknik SEM AMOS untuk menganalisis data yang diperoleh dari 200 responden. Hasil penelitian ini menunjukan bahwa CRM berpengaruh terhadap customer satisfaction, CRM berpengaruh terhadap customer loyalty, customer satisfaction berpengaruh terhadap customer loyalty, dan CRM berpengaruh terhadap customer loyalty melalui customer satisfaction. Kata Kunci: Customer Relationship Management, Customer Loyalty, Customer Satisfaction *** This research aims to investigate the influence of customer relationship management (CRM) on customer loyalty with customer satisfaction as an intervening variable. The respondents involved in this study are Mixue consumers residing in Jabodetabek, aged 17 and above, who have consumed Mixue products at least five times in the last three months. The collected data were analyzed using Structural Equation Modeling (SEM) with AMOS to analyze data obtained from 200 respondents. The results of this study indicate that CRM has an effect on customer satisfaction, CRM influences customer loyalty, customer satisfaction affects customer loyalty, and CRM affects customer loyalty through customer satisfaction. Keywords: Customer Relationship Management, Customer Loyalty, Customer Satisfaction

Item Type:	Thesis (Sarjana)
Additional Information:	1) Ika Febrilia SE. MM. ; 2) Rahmi SE. MSM
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 18252 not found.
Date Deposited:	06 Sep 2023 04:54
Last Modified:	06 Sep 2023 04:54
URI:	http://repository.unj.ac.id/id/eprint/41484

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