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Pengaruh Customer Relationship Management dan Nilai Pelanggan terhadap Loyalitas Pelanggan (Studi Kasus pada Dealer Yamaha Berlian Subang

The Influenceof Customer Relationship Management and Customer Value to Customer Loyalty ( Case Study at Dealer Yamaha Berlian Subang)

2014
Master Theses from JBPTUNIKOMPP / 2014-10-31 08:52:48
By : Dian Oktaria NIM.6110111034, Perpustakaan UNIKOM (dian8oktaria@gmail.com)
Created : 2014-10-31, with 10 files

Keyword : Customer Relationship Management, Nilai Pelanggan dan Loyalitas Pelanggan
Url : http://alumni.unikom.ac.id

Dalam penelitian ini penulis menggunakan tiga variabel yaitu Customer Relationship Management dan Nilai Pelanggan sebagai variabel independent (X) dan Loyalitas Pelanggan sebagai variabel dependent (Y). Pada Dealer Yamaha Berlian Subang terjadi penurunan penjualan pada tahun 2013 dan lokasi Dealer yang berdekatan dengan Dealer pesaing membutuhkan strategi bersaing yang lebih efektif dan efisien, salah satunya dengan Customer Relationship Management dan peningkatkan nilai pelanggan, sehingga loyalitas pelanggan meningkat. Penelitian ini dilakukan dengan tujuan untuk mengetahui dan menguji faktor-faktor yang mempengaruhi loyalitas pelanggan dengan variabel Customer Relationship Management dan Nilai Pelanggan pada Dealer Yamaha Berlian Subang secara parsial dan simultan. Sampel yang digunakan dalam penelitian ini adalah 96 pelanggan Dealer Yamaha Berlian Subang. Analisis statistik yang digunakan adalah analisis regresi linier berganda, Uji Asumsi Klasik dan pengujian hipotesis uji Z, T dan F dengan tingkat signifikan (α) 5% dan dengan bantuan penggunaan program Eviews 8. Berdasarkan hasil penelitian dan pembahasan bahwa Customer Relationship Management, Nilai Pelanggan dan Loyalitas Pelanggan saling berhubungan secara positif. Customer Relationship Management tidak berpengaruh secara parsial terhadap Loyalitas Pelanggan, sedangkan Nilai Pelanggan berpengaruh signifikan secara parsial terhadap loyalitas pelanggan. Hasil secara simultan menunjukkan Customer Relationship Management dan Nilai Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan sebesar 41,55%, sedangkan sisanya dipengaruhi oleh variabel lainnya.

Description Alternative :

In this research the author used three variabels : Customer Relationship Management and Customer Value as an independent variable (X) and Customer Value as the dependent variable (Y). At Dealer Yamaha Berlian Subang sales decline in 2013 and location adjacent to the Dealer competitors require competitive strategy more effective and efficient, one of method is Customer Relationship Management and increase Customer Value to increase Customer Loyalty. The aim of this research is to know and to evaluate the influence between the factors that influence customer loyalty with customer relationship management and customer value variables at Dealer Yamaha Berlian Subangindividually and simultaneously. The sample in used is 96 Customers at Dealer Yamaha Berlian Subang. Statistical analysis used was multiple linier regression analysis, classical assumption test, and hypothesis testing Z, T and F with significant (α) level 5% with the help of the use of the program Eviews 8. Based on the result of research and discussion suggest that the Customer Relationship Management, Customer Value and Customer Loyalty interact positively. Customer Relationship Management is not significant on customer loyalty individually, customer value individually had significant effect on customer loyalty The result for the simultaneous test showed that there is influence customer relationship management and customer value withcustomer value. The influence is 41,55%. The other 58,45% influenced by another factors outside the research or the regression model.

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