Pengaruh Customer Relationship Management (crm) Terhadap Kepuasan Dan Dampaknya Pada Loyalitas Pelanggan Warunk Upnormal

Dhiyaa Imtiyaaz Febrina, Indira Rachmawati

Abstract

ABSTRAK Industri kreatif telah memberikan kontribusi yang cukup besar terhadap perekonomian Indonesia. Industri kreatif merupakan jenis industri yang berfokus kepada kreativitas keterampilan, bakat, dan inovasi untuk menghasilkan produk atau karya yang bernilai ekonomi, sehingga mampu meningkatkan kesejahteraan dan menambah lapangan pekerjaan. Kuliner merupakan salah satu dari tiga sub-sektor yang memiliki potensi paling besar dalam memberikan kontribusi. Dengan tingkat per kapita di Indonesia yang terus naik, menimbulkan peluang gaya hidup yang juga akan naik. Melihat tren tersebut Warunk Upnormal menyesuaikan makanan serta restorannya dengan gaya hidup masyarakat terkini. Warunk Upnormal berupaya agar dapat terus berinovasi demi memanjakan konsumennya agar tetap setia dan merasa nyaman berada di Warunk Upnormal. Hal ini berpotensi mempengaruhi kepuasan pelanggan dan dampaknya pada loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh customer relationship management terhadap kepuasan pelanggan dan dampaknya pada loyalitas pelanggan. Pengumpulan data dilakukan dengan menyebar kuesioner kepada masyarakat Indonesia bagian Barat dan Tengah. Penelitian ini akan mengambil 400 responden sebagai sampel penelitian. Berdasarkan hasil penelitian, diketahui bahwa customer relationship management berpengaruh positif secara signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan. Kata Kunci: Customer Relationship Management, Kepuasan Pelanggan, Loyalitas Pelanggan The creative industry has contributed significantly to the Indonesian economy. Creative industry is a type of industry that focuses on the creativity of skills, talents, and innovation to produce products or works of economic value, so as to increase welfare and increase employment. Culinary is one of the three sub-sectors that have the greatest potential in contributing. With the per capita level in Indonesia continuing to rise, it creates lifestyle opportunities that will also rise. Seeing this trend, Warunk Upnormal adjusted its food and restaurant to the latest lifestyle of the people. Warunk Upnormal strives to continue to innovate in order to pamper its consumers to remain loyal and feel comfortable in Warunk Upnormal. This has the potential to influence customer satisfaction and its impact on customer loyalty. This study aims to determine the effect of customer relationship management on customer satisfaction and its impact on customer loyalty. Data collection was carried out by distributing questionnaires to the people of Western and Central Indonesia. This study will take 400 respondents as research samples. Based on research results, it is known that customer relationship management has a significant positive effect on customer satisfaction and customer loyalty. Key words: Customer Relationship, Customer Satisfaction, Customer Loyalty.

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