PENGARUH CITRA PERUSAHAAN DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN PADA KLINIK KECANTIKAN ORISKIN KEDOYA JAKARTA

AZIZAH AULIA ROHIMA, . (2025) PENGARUH CITRA PERUSAHAAN DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN PADA KLINIK KECANTIKAN ORISKIN KEDOYA JAKARTA. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra perusahaan dan customer relationship management (CRM) terhadap loyalitas pelanggan pada Klinik Kecantikan Oriskin Kedoya. Penelitian ini dilakukan karena pentingnya citra perusahaan dan pelayanan pelanggan yang baik dalam menjaga loyalitas pelanggan secara jangka panjang, terutama di industri kecantikan yang sangat kompetitif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah seluruh pelanggan Klinik Oriskin Kedoya, sedangkan jumlah sampel ditentukan dengan menggunakan rumus Slovin. Teknik pengambilan sampel yang digunakan adalah sistematis random sampling. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa berdasarkan perhitungan uji t, diperoleh bahwa variabel citra perusahaan memiliki nilai signifikansi sebesar 0,205 (> 0,05), sehingga tidak berpengaruh signifikan secara parsial terhadap loyalitas pelanggan dan variabel CRM berpengaruh signifikan terhadap loyalitas pelanggan, dengan nilai signifikansi sebesar 0,001 (< 0,05), sehingga H₀ ditolak dan Hₐ diterima. Hasil nilai signifikansi menunjukkan bahwa secara simultan citra perusahaan (X1) dan CRM (X2) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y), dengan nilai signifikansi 0,000 < 0,05. Nilai koefisien determinasi (R²) sebesar 0,399 menunjukkan bahwa sebesar 39,9% loyalitas pelanggan dipengaruhi oleh Citra Perusahaan dan CRM, sedangkan sisanya 60,1% dipengaruhi oleh faktor lain di luar penelitian ini. Disimpulkan bahwa semakin baik pelaksanaan customer relationship management, maka semakin tinggi pula tingkat loyalitas pelanggan terhadap Klinik Kecantikan Oriskin Kedoya Jakarta, meskipun citra perusahaan tidak berpengaruh signifikan secara langsung. ***** This study aims to determine the effect of corporate image and customer relationship management (CRM) on customer loyalty at the Oriskin Kedoya Beauty Clinic. This study was conducted because of the importance of corporate image and good customer service in maintaining long-term customer loyalty, especially in the highly competitive beauty industry. This study uses a quantitative approach with a survey method. The population in this study were all customers of the Oriskin Kedoya Clinic, while the number of samples was determined using the Slovin formula. The sampling technique used was systematic random sampling. Data were collected through questionnaires and analyzed using SPSS. The results showed that based on the t-test calculation, it was obtained that the corporate image variable had a significance value of 0.205 (> 0.05), so that it did not have a partial significant effect on customer loyalty and the CRM variable had a significant effect on customer loyalty, with a significance value of 0.001 (< 0.05), so that H₀ was rejected and Hₐ was accepted. Corporate image (X1) and CRM (X2) simultaneously have a significant effect on customer loyalty (Y), with a significance level of 0.000 <0.05. The coefficient of determination (R²) of 0.399 indicates that 39.9% of customer loyalty is influenced by corporate image and CRM, while the remaining 60.1% is influenced by factors outside this study. It is concluded that the better the implementation of customer relationship management, the higher the level of customer loyalty to the Oriskin Kedoya Jakarta Beauty Clinic, although corporate image does not have a direct significant effect.

Item Type:	Thesis (Diploma)
Additional Information:	1). Dian Pertiwi Josua, M.Si. ; 2). Dra. Lilis Jubaedah, M.Kes.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > D IV Kosmetik dan Perawatan Kecantikan
Depositing User:	AZIZAH AULIA ROHIMA .
Date Deposited:	11 Aug 2025 02:16
Last Modified:	11 Aug 2025 02:16
URI:	http://repository.unj.ac.id/id/eprint/59443

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