Desi Anggraini, 1016051002 (2015) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN (Studi pada Pelanggan PT. Astra International Tbk-Toyota AUTO 2000 di Bandar Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN (Studi Pada Pelanggan PT. Astra International Tbk-Toyota AUTO 2000 di Bandar Lampung) Desi Anggraini Jurusan Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh variabel teknologi, karyawan, proses dan pengetahuan dan pemahaman secara parsial terhadap loyalitas pelanggan PT. Astra International Tbk-Toyota AUTO 2000 dan yang kedua untuk mengetahui seberapa besar pengaruh variabel teknologi, karyawan, proses dan pengetahuan dan pemahaman secara simultan terhadap loyalitas pelanggan PT. Astra International Tbk-Toyota AUTO 2000. Jenis penelitian yang digunakan adalah eksplanatif. Populasi penelitian ini adalah pelanggan PT. Astra International Tbk-Toyota AUTO 2000 Raden Intan Bandar Lampung. Customer Relationship Management (CRM) diimplementasikan dalam empat faktor kunci yaitu teknologi (X1), karyawan (X2), proses (X3) dan pengetahuan dan pemahaman (X4). Perusahaan yang menerapkan strategi CRM ini adalah AUTO 2000 Raden Intan Bandar Lampung. Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner yang disebarkan kepada 97 orang responden. Teknik pengolahan data analisis regresi linear berganda menggunakan SPSS 16.0. Berdasarkan hasil perhitungan dan pembahasan uji t dapat disimpulkan bahwa variabel karyawan dan pengetahuan dan pemahaman berpengaruh signifikan terhadap loyalitas pelanggan. Pada variabel teknologi dan proses tidak berpengaruh signifikan terhadap loyalitas pelanggan. Berdasarkan hasil uji f yang telah dilakukan, di peroleh nilai f tabel sebesar 3,960 dan f hitung sebesar 5,078, maka f hitung > f tabel yang artinya bahwa ada pengaruh secara simultan antara teknologi (X1), karyawan (X2), proses (X3) dan pengetahuan dan pemahaman (X4) terhadap loyalitas pelanggan AUTO 2000 Raden Intan Bandar Lampung. Kata kunci : Customer Relationship Management (CRM), loyalitas pelanggan CUSTOMER RELATIONSHIP MANAGEMENT (CRM) EFFECT TOWARDS CUSTOMER’S LOYALTY (a Study of Consumer of PT. Astra International Tbk- Toyota AUTO 2000) Desi Anggraini Department of Business Administration, Faculty of Social and Political Sciences University of Lampung Abstrak: Purpose of this research is to find out how big 4 main factors effect as simultaneous customer’s loyalty to the company. And the second one is to find out how big 4 main factors effect as partial customer’s loyalty to the company. Research type that is used is explanative research. Population of this type of research is the customer of PT. Astra International Tbk-Toyota AUTO 2000 Raden Intan Bandar Lampung. Customer Relationsip Management (CRM) to implement the strategy, needs 4 main factors, technology, employees, process and knowledge and insight. One of companies that is using this CRM strategy is AUTO 2000 Raden Intan Bandar Lampung. After a literature review and hypothesis formulation, data were collected through questionnaires distributed method to 97 respondents. The analysis technique used in this research is a double linear analysis using SPSS 16.0. Based on the calculation and discussion t test can be concluded that the variabel of eployess and their knowledge and insight of significant effect on customer loyalty. The technology and process variables had no significant effect on customer loyalty. Based on test results f that has been done, the value of 3,960 f tabel and f count of 5,078, then f count > f tabel, which means that there is a simultaneous influence of technology, people, processes and knowledge and insight of customer loyalty AUTO 2000 Raden Intan Bandar Lampung. Keywords : Customer Relationship Management (CRM), customer loyalty
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | > J General legislative and executive papers |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Pengguna Deposit: | 3712238 . Digilib |
| Date Deposited: | 04 Jun 2015 03:19 |
| Terakhir diubah: | 04 Jun 2015 03:19 |
| URI: | http://digilib.unila.ac.id/id/eprint/10115 |
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