PERAN CUSTOMER RELATIONSHIP MANAGEMENT, SERVICE QUALITY, NILAI PELANGGAN DALAM MENINGKATKAN LOYALITAS PELANGGAN
Abstract
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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