Pengaruh Kepuasan dan Loyalitas Pelanggan Terhadap Costumer Relationship Manajement

Indrayani Nur, Nurhadi Nurhadi, Winarti Winarti

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Abstrak

Tujuan penelitian ini adalah untuk menganalisis pengaruh kepuasan dan loyalitas pelanggan terhadap costumer realationship manajemen dalam pembelian kartu perdana indosat (studi kasus mahasiswa Sekolah Tinggi Ilmu Ekonomi Indonesia Makassar. Populasi dalam penelitian ini adalah seluruh mahasiswa Sekolah Tinggi Ilmu Ekonomi Indonesia Makassar yang berjumlah 3.271 orang. Jumlah sampel yang digunakan sebanyak 90 responden yang ditentukan dengan metode purposive sampling. Metode penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data primer dalam bentuk kuesioner yang disebarkan kepada seluruh populasi penelitian. Data dalam penelitian ini akan diuji dengan beberapa tahapan pengujian, diantaranya yaitu uji statistik deskriptif, uji kualitas data yang terdiri dari (uji validitas, uji reliabilitas), uji asumsi klasik (uji normalitas, uji heteroskedastisitas, uji multikolinearitas) dan pengujian seluruh hipotesis melalui uji koefisien determinasi, uji parsial (uji t) dan uji simultan (uji f). Berdasarkan hasil uji hipotesis variable kepuasan pelanggan tidak berpengaruh terhadap costumer relationship management dan variable loyalitas pelanggan berpengaruh signifikan terhadap costumer relationship managemegent.

 

Kata Kunci: kepuasan pelanggan; loyalitas pelanggan; costumer relationship managemegent.

 

Abstract

This study sought to examine the impact of customer satisfaction and loyalty on customer relationship management in purchasing Indosat premier cards (a case study of students of the Indonesian College of Economics in Makassar). This study's population consisted of 3,271 students from the Indonesian College of Economics in Makassar. The sample consisted of 90 respondents, as decided by the purposive sampling approach. This quantitative research method employs a questionnaire disseminated to the total research population to collect primary data. The data in this study will undergo multiple stages of testing, including descriptive statistical tests, data quality tests (validity test, reliability test), classical assumption tests (normality test, heteroscedasticity test, multicollinearity test), and testing of all hypotheses via the coefficient of determination test, partial test (t test), and try simultaneous hypothesis testing (f test). The customer happiness variable does not affect customer relationship management; however, the customer loyalty variable considerably impacts customer relationship management.

 

Keywords: customer satisfaction; customer loyalty; costumer relationship managemegent


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Referensi


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DOI: https://doi.org/10.37531/yum.v5i2.2551

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