AULIA AZZAHRA, SYAVINA (2024) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN MIXUE (Kasus pada Mixue Cabang Serpong Kelapa Dua, Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The growing aspects of consumer life needs, making the business world also grow and develop, which makes consumers more selective in choosing the products and services used. With that, companies must be smart in seeing profitable gaps and developing their marketing strategies, one of which is by retaining customers and building long-term relationships with consumers. This study aims to determine the effect of Customer Relationship Management (CRM) on Mixue Customer Loyalty (a case study at Mixue Serpong Kelapa Dua, Tangerang Regency). The data collection technique is by observation, interview, and distributing questionnaires. The sample used in this study was 85 samples using accidental sampling technique. The analysis used in this study is an instrument test in the form of validity and reliability tests, classical assumption tests, hypothesis testing, and simple regression analysis. The results of this study indicate that the customer relationship management variable (X) has a positive and significant effect on customer loyalty (Y) by providing a significant effect on Customer Loyalty (Y) of 40.9%, while the other 59.1% is explained by other variables not examined.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Semakin berkembangnya aspek kebutuhan hidup konsumen, membuat dunia bisnis juga ikut tumbuh dan berkembang, yang membuat konsumen semakin selektif dalam memilih produk dan jasa yang digunakan. Dengan hal tersebut, perusahaan harus pintar dalam melihat celah yang menguntungkan dan mengembangkan strategi pemasarannya, salah satunya dengan cara mempertahankan pelanggan dan membangun hubungan jangka panjang dengan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship Management (CRM) terhadap Loyalitas Pelanggan Mixue (studi kasus pada Mixue Serpong Kelapa Dua Kabupaten Tangerang). Teknik pengumpulan data dilakukan dengan observasi, wawancara, dan penyebaran kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 85 sampel dengan menggunakan teknik accidental sampling. Analisis yang digunakan dalam penelitian ini adalah uji instrumen berupa uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis, dan analisis regresi sederhana. Hasil penelitian ini menunjukkan bahwa variabel customer relationship management (X) berpengaruh positif dan signifikan terhadap loyalitas pelanggan (Y) dengan memberikan pengaruh yang signifikan terhadap Loyalitas Pelanggan (Y) sebesar 40,9%, sedangkan 59,1% lainnya dijelaskan oleh variabel lain yang tidak diteliti. | |||||||||
| Uncontrolled Keywords: | Customer Loyalty, Customer Relationship Management, Mixue | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Syavina Aulia Azzahra | |||||||||
| Date Deposited: | 27 Jul 2024 12:10 | |||||||||
| Last Modified: | 27 Jul 2024 12:10 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38474 |
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