ANALISIS PENGARUH ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) dan BRAND TRUST TERHADAP CUSTOMER SATISFACTION dan LOYALITAS PADA PRODUK KOSMETIK PIXY

JUDHIE, TASYA NANDYA SARASWATI (2021) ANALISIS PENGARUH ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) dan BRAND TRUST TERHADAP CUSTOMER SATISFACTION dan LOYALITAS PADA PRODUK KOSMETIK PIXY. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to determine the analysis of the effect of Electreonic Customer Relationship Management (E-CRM) and Brand Trust on Customer Satisfaction and Loyalty in Pixy Cosmetics Products. by measuring the indicators that affect the variables E-CRM, Brand Trust, Customer Satisfaction and Loyalty on Pixy cosmetic products. This study applies a descriptive research design using a survey method. Sampling uses certain criteria where the respondent knows Pixy cosmetic products through a key opinion leader and has used and bought a minimum of 1 time Pixy cosmetic products through E-Commerce and also offline stores as a sampling technique. This research was tested using a structural equation modeling approach – LISREL 8.80 Version to test the significant effect of the overall model and predetermined paths. The findings show that the E-CRM variable has a positive and significant effect on Brand Trust, Brand Trust has a positive and significant effect on Customer Satisfaction, Customer Satisfaction has a positive and significant effect on Loyalty. Keywords: E-CRM, Brand Trust, Customer Satisfaction, Loyalty Tujuan dari penelitian ini adalah untuk mengetahui analisis pengaruh Electreonic Customer Relationship Management (E-CRM) dan Brand Trust terhadap Customer Satisfaction dan Loyalitas pada Produk Kosmetik Pixy. dengan mengukur indikator-indikator yang mempengaruhi variabel E-CRM, Brand Trust, Customer Satisfaction dan Loyalitas pada produk kosmetik Pixy. Penelitian ini menerapkan desain penelitian deskriptif dengan menggunakan metode survei. Pengambilan sampel menggunakan kriteria tertentu dimana responden mengetahui produk kosmetik Pixy melalui key opinion leader dan pernah memakai dan membeli minimum 1 kali produk kosmetik Pixy melalui E-Commerce dan juga offline stores sebagai teknik pengambilan sampel. Penelitian ini diuji menggunakan pendekatan model persamaan struktural (structural equation modeling) – LISREL Versi 8.80 untuk menguji pengaruh signifikansi dari keseluruhan model dan jalur yang telah ditentukan sebelumnya. Temuan menunjukkan bahwa variabel E-CRM berpengaruh positif dan signifikan terhadap Brand Trust, Brand Trust berpengaruh positif dan signifikan terhadap Customer Satisfaction, Customer Satisfaction berpengaruh positif dan signifikan terhadap Loyalitas. Kata kunci: E-CRM, Information Quality, Brand Trust, Customer Satisfaction.

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