ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN(Studi Pada Konsumen Giant Ekspres ZA Pagar Alam Di Bandar Lampung)

ARI HARIYANTO, 1016051029 (2014) ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN(Studi Pada Konsumen Giant Ekspres ZA Pagar Alam Di Bandar Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.

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Abstrak

ABSTRAK ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN (Studi Pada Konsumen Giant Ekspres ZA Pagar Alam Di Bandar Lampung) Oleh Ari Hariyanto Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh customer relationship marketing (attraction,retention, dan enhancement) terhadap loyalitas konsumen Giant Ekspres ZA Pagar Alam. Tipe penelitian adalah asosiatif (hubungan) yaitu suatu penelitian dengan bentuk hubungan kausal (sebab-akibat) yang merupakan bagian dari penelitian eksplanasi (penjelasan). Sampel dalam penelitian ini adalah 100 responden dari konsumen yang telah berbelanja di Giant Ekspres ZA Pagar Alam, sementara analisis data dengan regresi linier berganda. Hasil analisis data dengan menggunakan regresi linier menunjukkan bahwa secara parsial customer relationship marketing yang terdiri dari tiga variabel attraction,retention, dan enhancementberpengaruh signifikan terhadap loyalitas konsumen. Sedangkan secara simultan customer relationship marketing berpengaruh signifikan terhadap loyalitas konsumen. Oleh karena itu, Giant Ekspres ZA Pagar Alam sebaiknya lebih fokus dalam melakukan program customer relationship marketing untuk meningkatkan loyalitas konsumen. Kata kunci :Custmer Relationship Marketing dan Loyalitas konsumen ABSTRACT ANALYSIS OF THE EFFECT OF CUSTOMER RELATIONSHIP MARKETING ON CONSUMER LOYALITY (Study On Consumer Giant Express ZA Pagar Alam in Bandar Lampung) By Ari Hariyanto Abstract:This study aims to determine how much influence customer relationship marketing (attraction, retention, and enhancement) Giant Express customer loyalty ZA Pagar Alam.This type of research is associative (relationship) is a study in form of a causal relationship (cause-effect) which is part of the explanatory research (explanation).The sample in this study was 100 respondents from consumers who have shopped at Giant Express ZA Pagar Alam, while the analysis of data with multiple linear regression. Results of data analysis using linear regression showed that the partial customer relationship marketing consists of three variables attraction, retention, and enhancement significant effect on customer loyalty.While customer relationship marketing simultaneously significant effect on customer loyalty.Therefore, Giant Express ZA Pagar Alam should be more focused in making customer relationship marketing programs to enhance customer loyalty. Keywords: Custmer Relationship Marketing and Consumer Loyalty

Tipe Karya Ilmiah: Skripsi
Subyek: A General Works = Karya Karya Umum
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 123499 . Digilib
Date Deposited: 02 Oct 2014 06:26
Last Modified: 02 Oct 2014 06:26
URI: http://digilib.unila.ac.id/id/eprint/3725

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