Pengaruh E-Crm Dan E-Service Quality Terhadap Customer Satisfaction Pada Pengguna Aplikasi Mybluebird.
Abstrak
Penelitian ini berangkat dari kondisi persaingan yang semakin ketat pada industri transportasi daring di Indonesia, serta munculnya berbagai keluhan dan ulasan negatif terhadap aplikasi MyBluebird yang mengindikasikan adanya ketidaksesuaian antara harapan pengguna dan pengalaman layanan yang diterima. Keluhan tersebut terutama berkaitan dengan kendala teknis, keterlambatan layanan, serta mekanisme penanganan komplain yang dinilai belum optimal. Tujuan dari penelitian ini adalah untuk mengkaji pengaruh Electronic Customer Relationship Management (E-CRM) dan Electronic Service Quality terhadap Customer Satisfaction pada pengguna aplikasi MyBluebird. Penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif-kausal dan metode survei cross-sectional melalui penyebaran kuesioner daring kepada 114 pengguna MyBluebird. Analisis data dilakukan dengan regresi linier berganda menggunakan perangkat lunak SPSS. Hasil analisis deskriptif menunjukkan bahwa E-CRM dan E-Service Quality berada pada kategori baik, sementara Customer Satisfaction termasuk kategori sangat baik. Secara verifikatif, E-CRM dan E-Service Quality terbukti berpengaruh positif dan signifikan terhadap Customer Satisfaction, baik secara parsial maupun simultan, dengan E-CRM sebagai variabel yang menunjukkan pengaruh relatif lebih kuat. Temuan ini menegaskan bahwa penguatan E-CRM serta peningkatan kualitas layanan elektronik secara berkelanjutan merupakan faktor penting bagi PT Blue Bird Tbk untuk menjaga dan meningkatkan kepuasan pengguna MyBluebird di tengah intensitas persaingan layanan transportasi berbasis aplikasi. . Kata kunci: Electronic Customer Relationship Management, Electronic Service Quality, Customer Satisfaction, MyBluebird, transportasi daring.
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