PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP CUSTOMER RETENTION (Studi Pada Pelanggan Starbucks Coffee di Bandar Lampung)

VALENCIA , RUSLI (2023) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP CUSTOMER RETENTION (Studi Pada Pelanggan Starbucks Coffee di Bandar Lampung). FAKULTAS EKONOMI DAN BISNIS , UNIVERSITAS LAMPUNG.

[img]
Preview
 File PDF
1. ABSTRAK.pdf
Download (59Kb) | Preview
[img] File PDF
2. SKRIPSI FULL.pdf
Restricted to Hanya staf
Download (6Mb) | Minta salinan
[img]
Preview
 File PDF
3. SKRIPSI TANPA BAB PEMBAHASAN.pdf
Download (6Mb) | Preview

Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Kepuasan terhadap suatu produk dapat tergambarkan dari sikap konsumen yang ingin mendatangi kembali gerai atau toko tempat membeli produk/jasa tersebut (customer retention). Customer retention yang dilakukan konsumen Starbucks Bandar Lampung pada penelitian ini diduga dipengaruhi oleh Customer Relationship Marketing (CRM) yang terdiri dari financial bonding, social bonding, customizations bonding, dan structural bonding. Keaktifan membership pada tiga gerai Starbucks di Bandar Lampung tidak melebihi 50% artinya terjadi ketidakefektifan sistem membership di Starbucks Bandar Lampung. Hal ini merupakan salah satu permasalahan yang menjadi pembahasan pada penelitian ini. Financial bonding berkaitan dengan ikatan yang digunakan perusahaan atau penyedia jasa melalui manfaat ekonomi seperti harga, diskon, dan insentif keuangan lainnya. Social bonding merupakan hubungan yang kuat antara pelanggan dan bagian dari perusahaan dengan latar belakang dan kepentingan yang sama dan dengan adanya dukungan material dan emosional. Customization bonding merupakan tahap memberikan kemudahan dan fleksibelitas permintaan dan pemesanan dalam jumlah tertentu, serta menerapkan setiap ekspektasi dan harapan pelanggan. Structural bonding adalah strategi perusahaan yang dapat membentuk pelanggan menjadi loyal kepada perusahaan. Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh dari Customer Relationship Management (CRM) terhadap customer retention di Starbucks Coffee di Bandar Lampung. Data yang digunakan pada penelitian ini merupakan data primer yang diperoleh dari pelanggan melalui kuesioner. Populasi melibatkan orang-orang yang pernah bertransaksi di Starbucks Coffee Bandar Lampung sebagai customer. Jumlah sampel yang digunakan sebanyak 150 pelanggan ataupun customer. Hasil penelitian ins menunjukkan bahwa financial bonding berpengaruh terhadap customer retention di Starbucks Bandar Lampung; Social bonding tidak berpengaruh terhadap customer retention di starbucks Bandar Lampung; customization bonding berpengaruh terhadap customer retention di Starbucks Bandar Lampung; dan structural bonding berpengaruh terhadap customer retention di Starbucks Bandar Lampung. Kata Kunci: Customization, Customer Retention, Customer Relationship Management, Financial, Social, Structural. abstract Satisfaction with a product can be reflected in the attitude of consumers who want to return to the outlet or shop where they purchased the product/service (customer retention). Customer retention by Starbucks Bandar Lampung consumers in this research is thought to be influenced by Customer Relationship Marketing (CRM) which consists of financial bonding, social bonding, customizations bonding, and structural bonding. Membership activity at three Starbucks outlets in Bandar Lampung does not exceed 50%, meaning that the membership system at Starbucks Bandar Lampung is ineffective. This is one of the problems discussed in this research. Financial bonding relates to ties used by companies or service providers through economic benefits such as prices, discounts and other financial incentives. Social bonding is a strong relationship between customers and members of the company with the same background and interests and with material and emotional support. Customization bonding is the stage of providing convenience and flexibility for requests and orders in certain quantities, as well as implementing every customer's expectations and expectations. Structural bonding is a company strategy that can make customers loyal to the company. This study aims to analyze and determine the effect of Customer Relationship Management (CRM) on customer retention at Starbucks Coffee in Bandar Lampung. The data used in this research is primary data obtained from pelanggants through questionnaires. The population involves people who have made transactions at Starbucks Coffee Bandar Lampung as customers. The number of samples used was 150 pelanggants or customers. The results of this research show that financial bonding has an effect on customer retention at Starbucks Bandar Lampung; Social bonding has no effect on customer retention at Starbucks Bandar Lampung; customization bonding affects customer retention at Starbucks Bandar Lampung; and structural bonding influences customer retention at Starbucks Bandar Lampung. Keywords: Customization, Customer Retention, Customer Relationship Management, Financial, Social, Structural.

Jenis Karya Akhir: Skripsi
Subyek: 300 Ilmu sosial > 330 Ekonomi
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen
Pengguna Deposit: 2308539068 . Digilib
Date Deposited: 18 Dec 2023 07:41
Terakhir diubah: 18 Dec 2023 07:41
URI: http://digilib.unila.ac.id/id/eprint/77545

Actions (login required)

Lihat Karya Akhir Lihat Karya Akhir
Digital Library is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.