Path: Top > S1-Final_Project > Fakultas_Ekonomi_Bisnis > Manajemen > 2014

Pengaruh manajemen hubungan pelanggan (CRM) dan ekuitas merek terhadap loyalitas pelanggan : (studi pata Hotel Topas Galeria Bandung)

The influence of customer relationship management an brand equity to customer loyality

2014
Undergraduate Theses from JBPTUNIKOMPP / 2015-09-10 08:26:17
By : Yoga Anugrah Putra NIM.21209081, Perpustakaan UNIKOM (yogaanugrahputra@gmail.com)
Created : 2014-05-28, with 13 files

Keyword : Customer Relationship Management (CRM), Brand Equity, Loyalitas Pelanggan
Url : http://alumni.unikom.ac.id

Pariwisata merupakan sektor ekonomi penting di Indonesia. Berdasarkan data dari Badan Pusat Statistik, sebelas provinsi yang paling sering dikunjungi oleh para turis adalah Bali, Jawa Barat, Jawa Tengah, Jawa Timur, DKI Jakarta, Sumatera Utara, Lampung, Sulawesi Selatan, Sumatera Selatan, Banten dan Sumatera Barat.Perkembangan pariwisata di Jawa Barat yang sangat pesat saat ini tidak dapat dipungkiri telah memberikan andil yang cukup besar bagi pendapatan asli daerah. Saat ini hotel dan bisnis pelayanan jasa atau sejenisnya semakin tumbuh subur di Jawa Barat. Untuk mempertahankan loyalitas pelanggan, Customer Relationship Management dan Brand Equity merupakan dua hal yang penting.Penelitian ini mencoba untuk mengetahui faktor-faktor apa yang menyebabkan konsumen menjadi loyal terhadap suatu hotel ketika menginap, penelitian ini mengunakan 2 variabel independen yaitu Customer Relationship Management dan Brand Equity,sementara Loyalitas Pelanggan sebagai variabel dependennya.Setelah dilakukan tinjauan pustaka, dan penyusunan hipotesis, data dilakukan melalui metode kuesioner yang disebar kepada 85 orang responden pada konsumen Topas Galeria Hotel Bandung dengan menggunakan Stratified Sampling. Sedangkan analisis dilakukan dengan pengolahan data menggunakan SPSS 20 for windows. Kemudian dilakukan analisis dengan data yang ada menggunakan uji validitas, reabilitas, analisis korelasi, koefisien jalur dan pengujian hipotesis menggunakan uji f dan uji t.Hasil analisis data menunjukan model dan hasil penelitian yaitu Customer Relationship Management secara parsial berpengaruh signifikan terhadap Loyalitas Pelanggan sebesar 3,717, sedangkan Brand Equity juga berpengaruh signifikan terhadap Loyalitas Pelanggan sebesar 4,687. Customer Relationship Management dan Brand Equity mempunyai pengaruh yang signifikan sebesar 7,063. Kemudian Customer Relationship Management dan Brand Equity secara bersama-sama berpengaruh terhadap Loyalitas Pelanggan Topas Galeria Hotel Bandung dengan memberikan kontribusi sebesar 45,741 yang artinya memberikan pengaruh positif secara signifikan.

Description Alternative :

Tourism is an important economic sector in Indonesia. Natural and cultural wealth is an important component of tourism in Indonesia. Based on data from the Central Bureau of Statistics, the eleven provinces of the most frequently visited by tourists as Bali, West Java, Central Java, East Java, Jakarta, North Sumatra, Lampung, South Sulawesi, South Sumatra, Banten and West Sumatra.The development of tourism in West Java which is very rapidly at this time can not be denied, have contributed significantly to the revenue. Currently hotels and business services or the like flourished in West Java. To maintain customer loyalty, customer relationship management and brand equity are two things that are important.This research attempts to determine what the factors cause consumers to be loyal to a hotel when staying, this study uses two independent variables, that is Customer Relationship Management and Brand Equity, while the Customer Loyalty as the dependent variable. After a literature review, and compilation hypothesis, the data is done via the method of questionnaires distributed to 85 respondents in the consumer Topas Galeria Hotel Bandung by using stratified sampling. While the analysis is done by processing the data using SPSS 20 for windows. Then do the analysis with existing data using validity, reliability, correlation, path analysis and hypothesis testing using the f and t test.The results of this study indicate data analysis models and results of the study were well received. Customer Relationship Management is partially significant effect on customer loyalty was 3.717, whereas brand equity is also significantly influence the Customer Loyalty at 4,687. Customer Relationship Management and Brand Equity has a significant influence amounted to 7.063. Then Customer Relationship Management and Brand Equity jointly influence the Customer Loyalty Topas Galeria Hotel Bandung by contributing or influence of 45.741, which means a positive effect significantly.

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PropertyValue
Publisher IDJBPTUNIKOMPP
OrganizationP
Contact Namedyah@unikom.ac.id
AddressJl. Dipati Ukur No.116 Lt.7
CityBandung
RegionWest Java
CountryIndonesia
Phone022-2533825 ext.112
Fax022-2533754
Administrator E-mailperpus@unikom.ac.id
CKO E-mailperpus@unikom.ac.id