Analisis Pengaruh Customer Relationship Management terhadap Loyalitas Dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi pada Pelanggan Smartphone Vivo di Sidoarjo)

Dewi Rochmah, Sugeng Purwanto

Abstract


Smartphones have become a basic human need, so many companies deploy various strategies to maintain customer satisfaction and loyalty, one of which is through Customer Relationship Management (CRM). This study aims to analyze the influence of customer relationship management on loyalty with customer satisfaction as an intervening variable. The research population is all Vivo smartphone customers in Sidoarjo. In this study using a sample of 54 respondents. The non-probability sampling method in purposive sampling is the technique used in sampling. While the data analysis technique uses Partial Least Square (PLS) with the help of SmartPLS 3.0 software. The research results show that Customer Relationship Management (CRM) has a positive and significant effect on customer satisfaction and loyalty, customer satisfaction has a positive and significant impact on customer loyalty, and customer satisfaction is an intervening variable that is able to mediate the influence of Customer Relationship Management (CRM) on customer loyalty.


Keywords


Customer Relationship Management; Loyalty; Customer Satisfaction

Full Text:

PDF

References


Aziza, A. N., & Sari, D. K. 2019. Pengaruh Customer Relationship Management Terhadap Customer Loyalty Melalui Customer Satisfaction (Studi Pada Pelanggan Go-Jek Di Kota Padang). EKONIS: Jurnal Ekonomi Dan Bisnis, 21.

Bintarto, A., Nurwati, E., & Kristiadi, A. A. 2021. Pengaruh Customer Relationship Management Terhadap Kepuasan dan Loyalitas Pelanggan Hotel. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(1), 1322–1338.

Damayanti, A. Y. R. 2018. Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening PT. Nasmoco Abadi Motor Karanganyar. Ilmu Administrasi Bisnis, 7, 1–12.

Kotler, P., & Keller, K. L. 2012. Marketing Management. Prentice Hall.

Kurniawan, W. 2021. Pengaruh Lokasi dan Customer Relationship Management terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Intervening pada Penggunaan Uang Elektronik Gopay. Syntax Literate ; Jurnal Ilmiah Indonesia, 6(4), 2057. https://doi.org/10.36418/syntax-literate.v6i4.2251

Octavia, A. S., Patwayati, & Suleman, N. R. 2019. Pengaruh Customer Relationship Management (CRM) dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada Business Government and Enterprise Service (BGES) PT. Telkom Witel SULTAR. 3, 01–11. https://doi.org/10.33772/jumbo.v3i1.7211

Pratama, I. P. A. E. 2019. Customer Relationship Management (CRM). Informatika.

Priansa, D. J. 2017. Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Alfabeta.

Pusparisa, Y. 2020. Pengguna Smartphone diperkirakan Mencapai 89% Populasi pada 2025. Databoks. https://databoks.katadata.co.id/datapublish/2020/09/15/pengguna-smartphone-diperkirakan-mencapai-89-populasi-pada-2025

Ruth, P. 2021. Indonesia Smartphone Shipments up 28% YoY in Q2 2021; Xiaomi Grabs Top Spot for First Time. Counterpoint. https://www.counterpointresearch.com/indonesia-smartphone-shipments-28-yoy-q2-2021-xiaomi-grabs-top-spot-first-time/

Suwarsito, S., & Aliya, S. 2020. Kualitas Layanan Dan Kepuasan Serta Pengaruhnya Terhadap Loyalitas Pelanggan. Jurnal Ilmiah Bina Manajemen, 3(1), 27–35. https://doi.org/10.33557/jibm.v3i1.826

Wijaya, B., & Sahetapy, W. 2019. Analisis Pengaruh Customer Relationshipmanagement Terhadap Customer Satisfaction Serta Customer Loyalty (Studi Pada Kafe Damgo Makassar). Agora, 7(1), 287215.

Zahro, N. U., & Prabawani, B. 2018. Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan TV Kabel di Kecamatan Tembalang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada PT. MNC Sky Vision-Indovision Semarang). Jurnal Administrasi Bisnis, 7(1), 10. https://doi.org/10.14710/jab.v7i1.22569




DOI: http://dx.doi.org/10.33087/jiubj.v22i3.2445

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

ADRESS JOURNAL

JURNAL ILMIAH UNIVERSITAS BATANGHARI JAMBI (JIUBJ)
Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jiubj.unbari@gmail.com, Phone: 0741-670700

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.