PERAN CUSTOMER RELATIONSHIP MANAGEMENT, SERVICE QUALITY, NILAI PELANGGAN DALAM MENINGKATKAN LOYALITAS PELANGGAN
Abstract. This study aims to determine the effect of Customer Relationship Management, Service Quality, Customer Value on Customer Loyalty in the Astra Motor Sangsit company. This study uses a quantitative approach. Data collection techniques used in this study were in the form of questionnaires with Agree-Disagree Scale measuring instruments where the population in this study were customers of Astra Motor Sangsit and the number of samples in this study were 94 respondents. The data analysis technique used in this study is a structural equation model (Structural Equation Modeling-SEM) with Partial Least Square (PLS), namely software PLS VERSION 3.0. The results showed that: 1) There was a significant influence on Customer Relationship Management variables on customer value. 2) There is no effect of Customer Relationship Management variables on Customer Loyalty. 3) There is a significant effect on the variable Service Quality (Service quality) on Customer Loyalty. 4) There is a significant influence on the Service Quality variable on customer value. 5) There is no significant influence of the Customer Value variable on Customer Loyalty.
Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship Management, Service Quality, Nilai Pelanggan terhadap Loyaltas Pelanggan di perusahaan Astra Motor Sangsit. Penelitian ini menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah berupa kuisioner dengan alat ukur Agree-Disagree Scale dimana populasi dalam penelitian ini adalah pelanggan Astra Motor Sangsit dan jumlah sampel dalam penelitian ini adalah 94 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah model persamaan structural (Structural Equation Modeling-SEM) dengan Partial Least Square (PLS) yaitu softwarePLS VERSI 3.0. Hasil penelitian menunjukkan bahwa : 1) Ada pengaruh signifikan variabel Customer Relationship Management terhadap Nilai pelanggan. 2) Tidak ada pengaruh variabel Customer Relationship Management terhadap Loyalitas Pelanggan. 3) Ada pengaruh signifikan variabel Service Quality (kualitas Pelayanan) terhadap Loyalitas Pelanggan. 4) Ada pengaruh Signifikan variabel Service Quality (kualitas Pelayanan) terhadap nilai pelanggan. 5) Tidak ada pengaruh signifikan variabel Nilai Pelanggan terhadap Loyalitas Pelanggan.
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