PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PT INDOMARCO (STUDI KASUS PELANGGAN INDOMARET DKI JAKARTA)

OCTIA DEA AYU AMANDA, . (2025) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PT INDOMARCO (STUDI KASUS PELANGGAN INDOMARET DKI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Octia Dea Ayu Amanda, 1707620012, Pengaruh Customer Relationship Management (CRM) dan Service Quality terhadap Customer Loyalty melalui Customer Satisfaction sebagai Variabel Intervening PT Indomarco (Studi Kasus Pelanggan Indomaret Dki Jakarta) Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Customer Relationship Management (CRM) dan Service Quality terhadap Customer Loyalty dan Customer Satisfaction pada studi pelanggan Indomaret di DKI Jakarta. Penelitian ini menggunakan SEM (Structural Equation Modeling) untuk kuantifikasi. Data yang terhimpun didapatkan melalui penyebaran kuesioner dengan menggunakan Google Form dengan metode purposive sampling dengan adanya kriteria tertentu. Karakteristik sampel penelitian ini adalah pelanggan yang pernah berbelanja di Indomaret. Analisis data dilakukan dengan menggunakan software SmartPLS versi 4.0 dan sampel yang dipilih untuk menguji seluruh variabel sebanyak 120 partisipan. Hasil penelitian menunjukkan bahwa CRM berpengaruh signifikan terhadap Customer Loyalty, service quality berpengaruh siginifikan terhadap customer loyalty, CRM berpengaruh signifikan terhadap kepuasan pelanggan, service quality berpengaruh signifikan terhadap customer satisfaction, customer loyalty berpengaruh signifikan terhadap kepuasan pelanggan, CRM berpengaruh signifikan terhadap customer loyalty melalui customer satisfaction, service quality berpengaruh signifikan terhadap customer loyalty melalui customer satisfaction. Kata Kunci: Customer Relationship Management., Service Quality, Customer Loyalty, Customer Satisfaction, Retail **** The purpose of this study is to determine the effect of Customer Relationship Management (CRM) and Service Quality on Customer Loyalty and Customer Satisfaction in the study of Indomaret customers in DKI Jakarta. This research uses SEM (Structural Equation Modeling) for quantification. The data collected was obtained through distributing questionnaires using Google Form with a purposive sampling method with certain criteria. The characteristics of this research sample are customers who have shopped at Indomaret. Data analysis was carried out using SmartPLS version 4.0 software and the sample selected to test all variables was 120 participants. The results showed that CRM has a significant effect on Customer Loyalty, Service Quality has a significant effect on Customer Loyalty, CRM has a significant effect on customer satisfaction. Service Quality has a significant effect on Customer Satisfaction, Customer Loyalty has a significant effect on customer satisfaction, CRM has a significant effect on Customer Loyalty through Customer Satisfaction, Service Quality has a significant effect on Customer Loyalty through Customer Satisfaction. Keyword: Customer Relationship Management., Service Quality, Customer Loyalty, Customer Satisfaction, Retail

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E., M.Si., Ph.D ; 2). Rahmi,S.E., M.S.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Octia Dea Ayu Amanda .
Date Deposited:	11 Aug 2025 02:50
Last Modified:	11 Aug 2025 02:50
URI:	http://repository.unj.ac.id/id/eprint/59440

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