Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Kasus pada Kedai Kopi He Kafei)
DOI:
https://doi.org/10.57235/aurelia.v1i1.34Keywords:
Customer Relationship Management, Customer Loyalty, Customer SatisfactionAbstract
Abstrak
Pada penelitian ini bertujuan untuk mengetahui secara signifikan pada variable Customer Realtionship Management pada kedai kopi He kafei untuk dapat meningkatkan loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Objek penelitian yang saya teliti ialah pada kedai kopi he kafei. Pada penelitian ini inforamasi dikumpulkan dengan melakukan observasi, wawancara, dan kuesioner. Jumlah responden sebanyak 286 konsumen. Dari hasil penelitian ini menujukan bahwa variabel customer relationship Management loyalitas pelanggan memiliki pengaruh yang kurang signifikan terhadap variabel media sosial. Pada uji regresi berganda pengaruh variabel customer relationship management dan loyalitas pelanggan dengan nilai sig. 0,000 < 0,05. Pengaruh variabel customer relationship management dan loyalitas dengan nilai sig. 0,000 < 0,05. Pengaruh variabel customer relationship mmanagement dan loyalitas pelanggan dengan nilai sig. 0,000 < 0,05. dan pengaruh variabel customer relationship management dan loyalitas pelanggan melalui kepuasan pelanggan dengan nilai 0,541. Sedangakan pengaruh tidak langsung X melalui Z terhadap Y adalah 0,062 x 0,541 = 0,603. Maka dari itu pengaruh total yang diberikan X terhadap Y merupakan pengaruh langsung dan pengaruh tidak langsung yaitu : 0,646 + 0,603 = 1,249. Hasil ini menunjukan bahwa secara tidak langsung X melalui Y memiliki pengaruh yang signifkan terhadap Z.
Kata Kunci: Customer Relationship Management, Loyalitas Pelanggan, Kepuasan Pelanggan
Abstract
This study aims to determine significantly the variable Customer Realtionship Management at the coffee shop He Kafei in order to increase customer loyalty with customer satisfaction as an intervening variable. The object of research that I researched is the he cafe coffee shop. In this study, information was collected by conducting observations, interviews, and questionnaires. The number of respondents as many as 286 consumers. The results of this study indicate that the customer relationship management variable customer loyalty has a less significant effect on social media variables. In the multiple regression test the influence of customer relationship management and customer loyalty variables with sig. 0.000 < 0.05. The influence of customer relationship management and loyalty variables with the value of sig. 0.000 < 0.05. The influence of customer relationship management and customer loyalty variables with the value of sig. 0.000 < 0.05. and the influence of customer relationship management variables and customer loyalty through customer satisfaction with a value of 0.541. While the indirect effect of X through Z on Y is 0.062 x 0.541 = 0.603. Therefore, the total effect given by X to Y is a direct and indirect effect, namely: 0.646 + 0.603 = 1.249. These results indicate that indirectly X through Y has a significant effect on Z.
Keywords: Customer Relationship Management, Customer Loyalty, Customer Satisfaction
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References
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