KARIM, AURELLIA ALDIRA (2026) PENGARUH KINERJA CUSTOMER RELATIONS OFFICER TERHADAP KEPUASAN PEMBELIAN PRODUK SAMSUNG (Survey Pada Konsumen Samsung Experience Store Senayan City). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
COVER.pdf Download (597kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I.pdf Restricted to Registered users only Download (70kB) |
|
|
Text (BAB II)
BAB II.pdf Restricted to Registered users only Download (333kB) |
|
|
Text (BAB III)
BAB III.pdf Restricted to Registered users only Download (287kB) |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Registered users only Download (569kB) |
|
|
Text (BAB V)
BAB V.pdf Restricted to Registered users only Download (126kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (118kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
This study aims to analyze the effect of Customer Relations Officer (CRO) performance on purchase satisfaction of Samsung products among consumers at the Samsung Experience Store Senayan City. The research employs a quantitative approach using a survey method. The sampling technique applied is accidental sampling, with a total of 100 respondents determined using the Lemeshow formula. Primary data were collected through questionnaire distribution to consumers and analyzed using SPSS version 25 and Microsoft Excel 2016. The data analysis procedures include validity testing, reliability testing, normality testing, simple linear regression analysis, coefficient of determination (R²), and partial t-test. The results of the validity and reliability tests indicate that all measurement items for both CRO performance and purchase satisfaction variables are valid and reliable. The normality test confirms that the data are normally distributed, fulfilling the assumptions required for regression analysis. The results of the simple linear regression analysis reveal that Customer Relations Officer performance has a positive and significant effect on purchase satisfaction. This is evidenced by a regression coefficient of 0.923 and a significance value of 0.000 (< 0.05). The correlation coefficient value of 0.760 indicates a strong relationship between CRO performance and purchase satisfaction, while the coefficient of determination of 57.8% shows that CRO performance explains a substantial proportion of the variance in purchase satisfaction, with the remaining variance influenced by other factors beyond this study. The findings demonstrate that key aspects of CRO performance—such as effective communication, responsiveness to customer needs and complaints, empathy, professionalism, and problem-solving ability—play a crucial role in enhancing consumer purchase satisfaction. This study highlights the strategic role of Customer Relations Officers as part of the Public Relations function in building corporate image, strengthening customer loyalty, and delivering positive service experiences in the technology retail industry. The results are expected to contribute academically to the field of Communication Studies, particularly Public Relations and service communication, as well as provide practical insights for customer service management in technology retail. Keywords: Customer Relations Officer Performance, Purchase Satisfaction. Penelitian ini bertujuan untuk menganalisis pengaruh kinerja Customer Relations Officer (CRO) terhadap kepuasan pembelian produk Samsung pada konsumen Samsung Experience Store Senayan City. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel yang digunakan adalah accidental sampling dengan jumlah responden sebanyak 100 orang, yang ditentukan menggunakan rumus Lemeshow. Data penelitian merupakan data primer yang diperoleh melalui penyebaran kuesioner kepada konsumen, kemudian dianalisis menggunakan perangkat lunak SPSS versi 25 dan Microsoft Excel 2016. Tahapan analisis data meliputi uji validitas, uji reliabilitas, uji normalitas, analisis regresi linier sederhana, uji koefisien determinasi (R²), serta uji t parsial. Hasil uji validitas dan reliabilitas menunjukkan bahwa seluruh item pernyataan pada variabel kinerja Customer Relations Officer dan kepuasan pembelian dinyatakan valid dan reliabel. Uji normalitas menunjukkan bahwa data berdistribusi normal sehingga memenuhi syarat untuk analisis regresi. Hasil analisis regresi linier sederhana menunjukkan bahwa kinerja Customer Relations Officer berpengaruh positif dan signifikan terhadap kepuasan pembelian konsumen. Hal ini dibuktikan dengan nilai koefisien regresi sebesar 0,923 dan nilai signifikansi 0,000 (< 0,05). Nilai koefisien korelasi sebesar 0,760 menunjukkan hubungan yang kuat antara kinerja CRO dan kepuasan pembelian, sedangkan nilai koefisien determinasi sebesar 57,8% mengindikasikan bahwa kinerja CRO mampu menjelaskan sebagian besar variasi kepuasan pembelian konsumen, sementara sisanya dipengaruhi oleh faktor lain di luar penelitian. Temuan penelitian menunjukkan bahwa aspek-aspek kinerja CRO seperti komunikasi yang efektif, responsivitas terhadap kebutuhan dan keluhan pelanggan, empati, profesionalisme, serta kemampuan memberikan solusi berperan penting dalam meningkatkan kepuasan pembelian konsumen. Penelitian ini menegaskan peran strategis Customer Relations Officer sebagai bagian dari fungsi Public Relations dalam membangun citra perusahaan, meningkatkan loyalitas pelanggan, serta menciptakan pengalaman layanan yang positif pada ritel teknologi. Hasil penelitian diharapkan dapat menjadi referensi akademis bagi pengembangan kajian Ilmu Komunikasi, khususnya di bidang Public Relations dan komunikasi layanan, serta memberikan kontribusi praktis bagi pengelolaan layanan pelanggan di industri ritel teknologi. Kata Kunci: Kinerja Customer Relations Officer Kepuasan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221120001 |
| Uncontrolled Keywords: | Kinerja Customer Relations Officer Kepuasan Pembelian. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 16 Mar 2026 01:22 |
| Last Modified: | 16 Mar 2026 01:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101649 |
Actions (login required)
 |
View Item |
