Andini, Triani Evita (2025) PENGARUH DIMENSI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN JUS KODE (Kasus pada Jus Kode Cabang Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The fresh beverage industry in Indonesia is experiencing significant growth, driven by increasing health consciousness, which intensifies market competition. Jus Kode, a pioneer in fresh fruit juices, faces challenges such as fluctuating sales and declining customer loyalty at its Serang City branch, exacerbated by inconsistent service quality. This study aimed to analyze the influence of Customer Relationship Management (CRM) dimensions technology, people, process, and knowledge/insight on customer loyalty at Jus Kode Serang. A quantitative associative causal design was employed, collecting data from 100 customers via Likert-scale questionnaires. Multiple linear regression analysis, validity tests, reliability tests, and classical assumption tests were conducted for data analysis. Results indicated that all four CRM dimensions simultaneously and partially significantly affected customer loyalty (p < 0.05), explaining 56.4% of loyalty variance. The process dimension emerged as the most dominant factor (β = 0.767), highlighting efficient and consistent service management as critical for long-term relationships. Technology, employees, and knowledge/insight also contributed positively. The study recommends prioritizing service process standardization, adopting chatbots for complaint resolution, and enhancing employee training to strengthen loyalty. These findings offer practical insights for Jus Kode and similar businesses to refine CRM strategies in Indonesia’s competitive healthy beverage sector.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Industri minuman segar di Indonesia tumbuh pesat seiring meningkatnya kesadaran kesehatan, memicu persaingan ketat. Jus Kode (pelopor jus buah segar) menghadapi fluktuasi penjualan dan penurunan loyalitas pelanggan di cabang Serang, diperburuk dengan adanya inkonsistensi kualitas layanan. Penelitian ini menganalisis pengaruh dimensi Customer Relationship Management (CRM) technology, people, process, dan knowledge/insight terhadap loyalitas pelanggan Jus Kode Serang. Metode kuantitatif asosiatif kausal diterapkan dengan pengumpulan data 100 pelanggan via kuesioner Likert. Analisis regresi linear berganda, uji validitas, reliabilitas, dan asumsi klasik digunakan. Hasil membuktikan keempat dimensi CRM berpengaruh signifikan secara simultan dan parsial (p < 0,05) terhadap loyalitas, dengan kontribusi 56,4% varian. Dimensi process dominan (β = 0,767), menegaskan manajemen layanan efisien sebagai pondasi hubungan jangka panjang. Technology, SDM (people), dan knowledge/insight juga berkontribusi positif. Rekomendasi: standardisasi proses layanan, adopsi chatbot untuk keluhan, dan peningkatan pelatihan karyawan. Temuan ini menjadi acuan strategis bagi Jus Kode dan pelaku usaha sejenis dalam menyempurnakan CRM di pasar minuman sehat Indonesia yang kompetitif. | |||||||||
| Uncontrolled Keywords: | customer relationship management, customer loyalty, jus kode. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Triani Evita Andini | |||||||||
| Date Deposited: | 20 Aug 2025 06:04 | |||||||||
| Last Modified: | 20 Aug 2025 06:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52037 |
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