Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Customer Relationship Management Dan Service Quality Terhadap Customer Retension (studi Kasus Pengguna Smartphone Samsung Di Universitas Telkom)

Firlie Abrar Yudhanta, Teguh Widodo

Abstract

Abstrak Samsung Electronics adalah perusahaan pembuat perangkat elektronika terbesar di dunia dan berkantor pusat di Seocho Samsung Town di Seoul, Korea Selatan . Perusahaan ini adalah perusahaan Korea Selatan yang terbesar dan merupakan ikon dari Samsung Group, yang merupakan konglomerasi terbesar di Korea Selatan. Samsung Group dibentuk pada 1938 oleh Lee Byung-chul (1910-1987). Pada 1951, perusahaan ini berubah menjadi Samsung Corporation. Costumer Relationship Management adalah pengelolaan hubungan dua arah antara suatu perusahaan dengan orang yang menjadi pelanggan di perusahaan tersebut. Penggunaan Customer Relationship Management ( CRM ) memiliki beberapa manfaat yang dapat berpengaruh bagi meningkatnya nilai suatu perusahaan yaitu meningkatkan loyalitas pelanggan, mengurangi biaya, meningkatkan efisiensi operasional, dan peningkatan pendapatan. Custumer relationship management membantu perusahaan untuk mengembangkan produk baru berdasarkan keinginan pelanggan,data pasar dan pesaing dengan cara menjaga pelanggan yang sudah ada, menarik pelanggan baru, dan pelayanan yang responsif. Tujuan penelitian ini untuk mengukur efek atau dampak variabel Kepuasan Konsumen dalam memediasi variabel customer relationship management dan service quality terhadap customer retention.Metode penelitian ini menggunakan metode kuantitatif. Pengumpulan data sebanyak 233 kepada mahasiswa/mahasiswi pada Universitas Telkom di kotaBandung. Penelitian ini menggunakan model persamaan struktural (SEM) Lisrel 8.80 serta menggunakan skala ordinal dengan 15 pertanyaan. Hasil penelitian ini menunjukan hubungan variabel customer relationship management memiliki dampak positif dan signifikan terhadap Service quality, variabel customer relationship management memiliki dampak positif dan signifikan terhadap kepuasan pelanggan, dan variable kepuasan pelanggan memiliki dampak positif dan signifikan terhadap service quality. Kata Kunci : Customer Relationship Management, Kepuasan Pelanggan, Service Quality, Customer Retention. Abstract Samsung Electronics is the world's largest maker of electronics devices and headquartered in Seocho Samsung Town in Seoul, South Korea. The company is South Korea's largest and iconic company of Samsung Group, which is the largest conglomerate in South Korea. Samsung Group was formed in 1938 by Lee Byung-chul (1910-1987). In 1951, the company was transformed into Samsung Corporation. Costumer Relationship Management is the management of two-way relationship between a company and the person who is a customer in the company. The use of Customer Relationship Management (CRM) has several benefits that can affect the increase of a company's value of increasing customer loyalty, reducing costs, improving operational efficiency, and increasing revenue. Custumer relationship management helps companies to develop new products based on customer desires, market data and competitors by keeping existing customers, attracting new customers, and responsive services. The purpose of this study to measure the effect or impact variable Consumer Satisfaction in mediating variable customer relationship management and service quality to customer retention. This method of research using quantitative methods. 233 data collection to students / university students at Telkom University in Bandung. This research uses structural equation model (SEM) Lisrel 8.80 and use ordinal scale with 15 questions. The results of this study show the relationship of customer relationship management variables have a positive and significant impact on Service quality, customer relationship management variables have a positive and significant impact on customer satisfaction, and customer satisfaction variables have a positive and significant impact on service quality. Keywords: Customer Relationship Management, Customer Satisfaction, Service Quality, Customer Retention.

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