Pengaruh Service Quality Dan Customer Relationship Marketing Terhadap Kepuasan Pelanggan Pada Toko Buku Gramedia Pvj Bandung

Phadilla Pratama, Farah Oktafani

Abstract

ABSTRAK
Persaingan antar perusahaan di Indonesia semakin ketat, perusahaan berlomba-lomba
bersaing untuk menjadi unggul dalam segi bisnis maupun ekonominya. Persaingan ini juga
terjadi pada toko buku, dimana perusahaan menargetkan kepuasan pelanggan untuk dapat
memenangkan persaingan ini. Kepuasan pelanggan sangat dipengaruhi oleh tingkat mutu yang
diberikan oleh perusahaan kepada pelanggan. Faktor yang dapat mempengaruhi kepuasan
pelanggan adalah service quality dan customer relationship marketing. Perusahaan yang
memiliki service quality dan customer relationship marketing yang baik dapat meningkatkan
kepuasan pelanggan disuatu perusahaan. Penelitian ini bertujuan untuk mengetahui service
quality dan customer relationship marketing terhadap kepuasan pelanggan pada TB Gramedia
PVJ.
Penelitian ini menggunakan metode kuantitatif dengan analisis deskriptif.
Menggunakan teknik non-probability sampling dengan jenis purposive sampling. Populasi pada
penelitian ini yaitu pelanggan TB Gramedia PVJ. Sampel penelitian ini sebanyak 100 orang.
Teknik analisis data yang digunakan yaitu analisis regresi linier berganda. Kesimpulan hasil
penelitian ini yaitu variabel service quality, customer relationship marketing, dan kepuasan
pelanggan berada dalam kategori baik. Service quality dan customer relationship marketing
berpengaruh terhadap kepuasan pelanggan di TB Gramedia PVJ secara parsial maupun simultan.
Dapat diartikan semakin baik service quality dan customer relationship marketing yang dimiliki
TB Gramedia PVJ maka akan semakin baik juga kepuasan pelanggan TB Gramedia PVJ.
Kata kunci: Customer Relationship Marketing, Kepuasan Pelanggan, Service Quality
ABSTRACT
Competition between companies in Indonesia is getting tighter, companies are
competing to be superior in terms of business and economy. This competition also occurs in
bookstores, where companies target customer satisfaction to be able to win this competition.
Customer satisfaction is greatly influenced by the level of quality provided by the company to
customers. Factors that can affect customer satisfaction are service quality and customer
relationship marketing. Companies that have good service quality and customer relationship
marketing can increase customer satisfaction in a company. This study aims to determine service
quality and customer relationship marketing on customer satisfaction at TB Gramedia PVJ.
This research uses quantitative methods with descriptive analysis. Using nonprobability sampling techniques with purposive sampling type. The population in this study were
customers of TB Gramedia PVJ. The sample of this research was 100 people. The data analysis
technique used is multiple linear regression analysis. The conclusion of this research is that the
variables of service quality, customer relationship marketing and customer satisfaction are in
good category. Service quality and customer relationship marketing have an effect on customer
satisfaction in TB Gramedia PVJ partially or simultaneously. It can be interpreted that the better
the service quality and customer relationship marketing owned by TB Gramedia PVJ, the better
customer satisfaction TB Gramedia PVJ will be.
Keywords: Customer Relationship Marketing, Customer Satisfaction, Service Quality

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