KOMARUDDIN, AHMAD EDI (2018) PENGARUH CUSTOMER RELATIONSHIP MARKETING, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada Perusahaan Peserta BPJS Ketenagakerjaan, Kantor Cabang Palangkaraya). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT The name and logo change from PT Jamsostek (Persero) to BPJS makes the brand awareness of BPJS decrease. The company image that has been influenced by the brand awareness from 2012 is always increasing, but after the name changed to BPJS, the brand awareness to the participator is started to decrease, even with the effort to introduce the new name has been spread through printed media, television, and social media. It is feared that problem will make the customer satisfaction declined. This research is conducted in order to analyze and find out the influence of customer relationship marketing and service quality on customer satisfaction at the companies that take parts in the Social Security Manpower Agency (BPJS ketenagakerjaan) Palangkaraya. This research used a quantitative research method with a causality research approach. This method is being carried out by collecting the data, testing the data, and getting the result of a causal relationship between independent variable, which is customer relationship marketing and service quality, and the dependent variable, which is customer satisfaction. The population in this study was all the customer of companies that take parts in the Social Security Manpower Agency (BPJS ketenagakerjaan) Palangkaraya, which are amounted to 1.431 companies, and 93 companies are chosen as a sample in this study. The data analysis is done by using a regression analysis technique, correlation, and hypothesis test. The result of this research shows that the customer relationship marketing variable is significantly influencing the customer satisfaction, service quality variable is significantly influencing the customer satisfaction, and both variables also simultaneously influencing the customer satisfaction. Keywords: Customer Relationship marketing, Service Quality, Customer Satisfaction ABSTRACT The name and logo change from PT Jamsostek (Persero) to BPJS makes the brand awareness of BPJS decrease. The company image that has been influenced by the brand awareness from 2012 is always increasing, but after the name changed to BPJS, the brand awareness to the participator is started to decrease, even with the effort to introduce the new name has been spread through printed media, television, and social media. It is feared that problem will make the customer satisfaction declined. This research is conducted in order to analyze and find out the influence of customer relationship marketing and service quality on customer satisfaction at the companies that take parts in the Social Security Manpower Agency (BPJS ketenagakerjaan) Palangkaraya. This research used a quantitative research method with a causality research approach. This method is being carried out by collecting the data, testing the data, and getting the result of a causal relationship between independent variable, which is customer relationship marketing and service quality, and the dependent variable, which is customer satisfaction. The population in this study was all the customer of companies that take parts in the Social Security Manpower Agency (BPJS ketenagakerjaan) Palangkaraya, which are amounted to 1.431 companies, and 93 companies are chosen as a sample in this study. The data analysis is done by using a regression analysis technique, correlation, and hypothesis test. The result of this research shows that the customer relationship marketing variable is significantly influencing the customer satisfaction, service quality variable is significantly influencing the customer satisfaction, and both variables also simultaneously influencing the customer satisfaction. Keywords: Customer Relationship marketing, Service Quality, Customer Satisfaction
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