CUSTOMER RELATIONSHIP MARKETING DAN BRAND IMAGE DALAM MEMBENTUK KEPUASAN DAN IMPLIKASINYA PADA LOYALITAS PELANGGAN

SHABRINA, HANNY (2021) CUSTOMER RELATIONSHIP MARKETING DAN BRAND IMAGE DALAM MEMBENTUK KEPUASAN DAN IMPLIKASINYA PADA LOYALITAS PELANGGAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research purpose is to analyse the impact between brand image and CRM (Customer Relationship Marketing) towards the satisfaction of advertisers and the implications towards customer loyalty, with the case study of Metro TV advertiser. The data collection method that was used in this study is the explanatory approach and survey in forms of questionnaire. The measurements are using Likert 1-5 scale. The populations in this research are all the clients or sponsors of Metro TV that have conducted an advertising. Then, there’s a random selection for the samples accustomed to Hair et. al' (2010) formula, which wrote the numbers of questions in questionnaire multiplied 5. Thus, the result of samples is 150 people. Data analysis technique that was used in this research was a Structural Equation Modelling (SEM) and processed using Lisrel 8.7. The result of this research shows a positive and significant impact between brand image and CRM towards advertiser satisfaction and the customer loyalty implications in Metro TV study cases. Keywords: CRM (Customer Relationship Marketing), Brand Image, Customer Satisfaction, Customer Loyalty

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55116110238
Uncontrolled Keywords:	CRM (Customer Relationship Marketing), Brand Image, Customer Satisfaction, Customer Loyalty
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 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:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	07 Dec 2021 04:04
Last Modified:	04 Jul 2023 07:32
URI:	http://repository.mercubuana.ac.id/id/eprint/50804

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