Al Fajri, Muhammad Hasby Wafiudin (2024) Pengaruh Custome Relationship Management dan Service Quality terhadap Customer Loyalty melalui Customer Trust. S1 thesis, UNTIRTA.
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Abstract
ABSTRACT This study aims to determine the effect of customer relationship management and service quality on customer loyalty through customer trust as mediation. The research method used is quantitative with a descriptive approach. Data collection in this research is based on questionnaires, literature studies, and observation. The population in this study is made up of customers who have made purchases at least twice and are at least 17 years old a sample size of 112 respondents was used with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) using the SmartPLS 3.2.9 analysis tool. This study has the following results: (1) Customer Relationship Management has a positive and significant effect on customer loyalty. (2) Service Quality has no positive and significant effect on customer loyalty. (3) Customer Relationship Management has no significant effect on customer trust. (4) Service Quality has a positive and significant effect on customer trust. (5) Customer Trust has a positive and significant effect on customer loyalty. (6) Customer Relationship Management has no significant effect on customer loyalty mediated by customer trust. (7) Service Quality has a positive and significant effect on customer loyalty mediated by customer trust. Keywords: Customer Relationship Management, Service Quality, Customer Trust, Customer Loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh customer relationship management dan service quality terhadap customer loyalty melalui customer trust sebagai mediasi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Pengumpulan data dalam penelitian ini berdasarkan kuesioner, studi kepustakaan, dan observasi. Populasi dalam penelitian ini adalah pelanggan yang telah melakukan pembelian minimal 2 kali dan minimal berusia 17 tahun dengan sampel yang digunakan sejumlah 112 responden dengan penarikan pursposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) menggunakan alat analisis SmartPLS 3.2.9. Penelitian ini memiliki hasil: (1) Customer Relationship Management berpengaruh positif dan signifikan terhadap customer loyalty. (2) Service Quality tidak berpengaruh positif dan signifikan terhadap customer loyalty. (3) Customer Relationship Management tidak berpengaruh signifikan terhadap customer trust. (4) Service Quality berpengaruh positif dan signifikan terhadap customer trust. (5) Customer Trust berpengaruh positif dan signifikan terhadap customer loyalty. (6) Customer Relationship Management tidak berpengaruh signifikan terhadap customer loyalty yang dimediasi oleh customer trust. (7) Service Quality berpengaruh positif dan signifikan terhadap customer loyalty yang dimediasi oleh customer trust. Kata Kunci: Customer Relationship Management, Service Quality, Customer Trust, Customer Loyalty. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory Communication > Science Journalism |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | Muhammad Hasby Wafiudin Al Fajri | |||||||||
| Date Deposited: | 01 Aug 2024 14:47 | |||||||||
| Last Modified: | 01 Aug 2024 14:47 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39983 |
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