PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY PADA PRODUK KOSMETIK MAKE OVER

ANJANI, REFINA GITA (2021) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY PADA PRODUK KOSMETIK MAKE OVER. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of technology has changed everyday life. Consumers can easily utilize technology to purchase a product and select a wide variety of brands based on their wants and needs. Various industries are changing including the beauty industry whose development is always increasing every year in Indonesia. Make Over is one of the mainstay products with international standard on local production. Make Over's wide range of sales channels and marketing strategies still need to be developed to increase product sales growth and can be the local high quality cosmetics brand of consumer choice. This study aims to find out the influence between Customer Relationship Management and Customer Experience on Customer Loyalty on Make Over cosmetic products. The samples used in this study amounted to 110 female respondents by Purposive Sampling method. By using a quantitative approach. Data analysis used is multiple linear regression analysis using SPSS 25 statistical software. The results of this study show that Customer Relationship Management has a significant positive effect on Customer Loyalty and Customer Experience has a significant positive effect on Customer loyalty on Make Over cosmetic products. Keywords : Customer Loyalty, Customer Experience, Customer Relationship Management, Cosmetics Industry Perkembangan teknologi telah mengubah kehidupan sehari-hari. Konsumen dengan mudah dapat memanfaatkan teknologi untuk membeli suatu produk dan menyeleksi berbagai macam merek berdasarkan keinginan dan kebutuhan mereka. Berbagai industri ikut berubah termasuk industri kecantikan yang perkembangannya selalu meningkat setiap tahunnya di Indonesia. Make Over merupakan salah satu produk andalan produksi dalam negeri yang berstandar internasional.Berbagai macam saluran penjualan dan strategi pemasaran yang dimiliki Make Over masih perlu dikembangkan untuk dapat meningkatkan pertumbuhan penjualan produk dan dapat selalu menjadi merek kosmetik high quality lokal pilihan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh antara Customer Relationship Management dan Customer Experience terhadap Customer Loyalty pada pengguna produk kosmetik Make Over. Sampel yang digunakan dalam penelitian ini berjumlah 110 responden perempuan dengan teknik pengambilan sampel dilakukan dengan metode Purposive Sampling. Dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda menggunakan software IBM statistic SPSS 25. Hasil penelitian ini menunjukkan bahwa Customer Relationship Management berpengaruh positif signifikan terhadap Customer Loyalty dan Customer Experience berpengaruh positif signifikan terhadap customer loyalty pada produk kosmetik Make Over. Kata Kunci : Loyalitas Pelanggan, Pengalaman Pelanggan, Manajemen Hubungan Pelanggan, Industri Kosmetik

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