ANALISIS LOYALITAS PELANGGAN ONLINE TRAVEL AGENT DI KOTA JAKARTA: BAGAIMANA PERAN SOCIAL MEDIA MARKETING DAN CUSTOMER RELATIONSHIP MANAGEMENT SERTA CUSTOMER VALUE?

PRATIWI WULANDARI, . (2025) ANALISIS LOYALITAS PELANGGAN ONLINE TRAVEL AGENT DI KOTA JAKARTA: BAGAIMANA PERAN SOCIAL MEDIA MARKETING DAN CUSTOMER RELATIONSHIP MANAGEMENT SERTA CUSTOMER VALUE? Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (948kB)
	Text BAB 1.pdf Download (517kB)
	Text BAB 2.pdf Restricted to Registered users only Download (399kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (367kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (576kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (280kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (309kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (751kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, customer relationship management (CRM), dan customer value terhadap customer loyalty, dengan customer satisfaction sebagai variabel mediasi pada layanan online travel agent di Jakarta. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 226 responden yang merupakan pengguna aktif Traveloka. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) melalui bantuan software AMOS dan SPSS. Hasil penelitian menunjukkan bahwa ketiga variabel independen memiliki pengaruh positif dan signifikan terhadap customer satisfaction dan customer loyalty, serta customer satisfaction juga terbukti berpengaruh signifikan terhadap customer loyalty. Temuan ini menekankan pentingnya integrasi strategi pemasaran digital, pengelolaan hubungan pelanggan, serta penciptaan nilai pelanggan yang optimal dalam meningkatkan loyalitas pelanggan di era layanan digital. ***** This study aims to analyze the influence of social media marketing, customer relationship management (CRM), and customer value on customer loyalty, with customer satisfaction as a mediating variable in the context of online travel agent services in Jakarta. The research employed a quantitative approach, with data collected through a questionnaire distributed to 226 respondents who are active users of Traveloka. Data analysis was conducted using Structural Equation Modeling (SEM) with the support of AMOS and SPSS software. The results indicate that all three independent variables have a positive and significant effect on both customer satisfaction and customer loyalty, while customer satisfaction also has a significant impact on customer loyalty. These findings highlight the importance of integrating digital marketing strategies, effective customer relationship management, and the creation of perceived customer value in enhancing customer loyalty in the digital service era.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Ika Febrilia, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	PRATIWI WULANDARI .
Date Deposited:	05 Aug 2025 03:10
Last Modified:	05 Aug 2025 03:10
URI:	http://repository.unj.ac.id/id/eprint/57804

Actions (login required)

View Item