Dhamayanti, Karina Ratna (2021) PENGARUH PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN PADA PT ZAP (ZAP CLINIC) MENTENG. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Fokus dari CRM pada penelitian ini adalah pelanggan klinik kecantikan. Apa yang dibutuhkan oleh pelanggan, bagaimana kebiasaan mereka, dan bagaimana sebuah perusahaan bisa mempertahankan hubungan baik dengan mereka, semua terkumpul dalam CRM. Tujuannya adalah untuk memberikan kepuasan bagi mereka. Dan akhir dari semuanya adalah perusahaan akan dapat mempertahankan pelanggan agar tidak berpindah ke pesaing. Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh Program Customer Relationship Management yang diterapkan oleh ZAP Clinic Menteng terhadap loyalitas pelanggan. Sifat penelitian adalah kuantitatif, Populasi dalam penelitian ini adalah konsumen yang terdaftar sebagai member ZAP Clinic Menteng yang berjumlah 877 konsumen. Sampel penelitian berdasarkan rumus slovig maka jumlah sampel 90 responden. Pengumpulan data sampel dilakukan dengan membagikan kuesioner berbentuk Google Form yang dikirim melalui nomor WhatsApp. Jumlah data kuesioner yang diolah sebanyak 90 kuesioner. Pengolahan data dalam penelitian ini menggunakan teknik analisis regresi linier berganda, dibantu oleh program spss versi 23.0. Hasil penelitian terdapat pengaruh positif dan signifikan Program Customer Relationship Management terhadap loyalitas pelanggan PT ZAP (ZAP CLINIC) Menteng. Faktor yang mempengaruhi terdiri dari Continuity marketing, One to One Marketing dan Partnering Program, yang memiliki kontribusi sebesar 51,8%. Sedangkan sisanya sebesar 48,2% dipengaruhi faktor lain. The focus of CRM in this research is the beauty clinic customers. What customers need, what their habits are, and how a company can maintain a good relationship with them are all gathered in CRM. The goal is to provide satisfaction for them. And the end of it all is the company will be able to keep customers from switching to competitors. This study aims to determine whether there is an effect of the Customer Relationship Management Program implemented by ZAP Clinic Menteng on customer loyalty. The nature of the research is quantitative. The population in this study are consumers who are registered as members of ZAP Clinic Menteng, totaling 877 consumers. The research sample is based on the slovig formula, so the number of samples is 90 respondents. Sample data collection was carried out by distributing a questionnaire in the form of a Google Form sent via a WhatsApp number. The number of questionnaire data that was processed was 90 questionnaires. Data processing in this study using multiple linear regression analysis techniques, assisted by the SPSS version 23.0 program. The results showed that there was a positive and significant influence of the Customer Relationship Management Program on customer loyalty at PT ZAP (ZAP CLINIC) Menteng. The influencing factors consist of Continuity marketing, One to One Marketing and Partnering Program, which have a contribution of 51.8%. While the remaining 48.2% is influenced by other factors.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44315120061 |
| Uncontrolled Keywords: | Customer Relationship Management, Loyalitas Pelanggan, Continuity marketing, One to One Marketing dan Partnering Program Customer Relationship Management, Customer Loyalty, Continuity marketing, One to One Marketing and Partnering Program |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | PANCA LEGA SILABAN |
| Date Deposited: | 03 Nov 2023 08:24 |
| Last Modified: | 03 Nov 2023 08:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83789 |
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