Skripsi S1

Pengaruh Customer Relationshiop Management (CRM) terhadap Customer Retention dengan Customer Satisfaction sebagai Intervening (Studi pada Pelanggan Puspita Warna Kebumen)

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Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh customer relationship management (CRM) terhadap customer retention dengan customer satisfaction sebagai intervening pada pelanggan Puspita Warna Kebumen. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Likert 4. Populasi dalam penelitian ini adalah seluruh pelanggan pengguna jasa percetakan di Puspita Warna Kebumen. Sampel penelitian sebanyak 100 responden dengan metode purposive sampling. Berdasarkan metode statistika dilakukan uji validitas, uji reliabilitas, uji asumsi klasik (uji multikolonieritas, uji heteroskedastisitas, dan uji normalitas), uji parsial, uji koefisien determinasi, analisis korelasi, dan analisis jalur dengan bantuan program SPSS for windows versi 23.0. Hasil dari penelitian ini yaitu komitmen dan kualitas pelayanan berpengaruh secara signifikan terhadap customer satisfaction, sedangkan komunikasi tidak berpengaruh signifikan terhadap customer stisfaction. Selanjutnya customer stisfaction, komitmen, dan kualitas pelayanan berpengaruh secara signifikan terhadap customer retention. Sedangkan komunikasi tidak berpengaruh secara signifikan terhadap customer retention.
Kata Kunci: Komitmen, Komunikasi, Kualitas Pelayanan, Customer Satisfaction, dan Customer Retention.
Abstract
This study aims to determine the effect of customer relationship management (CRM) on customer retention with customer satisfaction as an intervening of customers of Puspita Warna Kebumen. The data was collected using a questionnaire with a Likert scale 4. The population in this study were all customers who use printing services at Puspita Warna Kebumen. The research sample was 100 respondents using purposive sampling method. Based on the statistical method, the validity test, reliability test, classical assumption test (multicolonierity test, heteroscedasticity test, and normality test) were carried out, partial test, determination coefficient test, correlation analysis, and path analysis with the help of the SPSS for windows version 23.0 program. The results of this study are commitment and service quality have a significant effect on customer satisfaction, while communication has no significant effect on customer satisfaction. Furthermore, customer satisfaction, commitment, and service quality have a significant effect on customer retention. Meanwhile, communication has no significant effect on customer retention.
Keywords: Commitment, Communication, Service Quality, Customer Satisfaction, and Customer Retention.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 And p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

text

Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Andika Hadi Khukmana

Versi lain/terkait

Lampiran Berkas

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