PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN STARBUCKS DI SURABAYA

Felicia Chandra, Benny Wibisono, Fransisca Andreani

Abstract


Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship
Management (CRM) terhadap loyalitas pelanggan Starbucks Coffee di Surabaya. Variabel
CRM terdiri dari financial benefits, social benefits, dan structural ties. Penelitian ini
menggunakan teknik regresi linear berganda. Sampel yang diteliti sebanyak 150 responden
dengan menggunakan metode purposive sampling. Hasil penelitian menyatakan bahwa
financial benefit dan structural tie berpengaruh positif dan signifikan terhadap loyalitas
pelanggan, sedangkan social benefit berpengaruh positif terhadap loyalitas pelanggan, tetapi
tidak signifikan. Variabel yang berpengaruh paling dominan terhadap loyalitas pelanggan
Starbucks Coffee di Surabaya adalah financial benefit.


Abstract: The study is to find the influence of Customer Relationship Management (CRM)
on customer loyalty of Starbucks Coffee Surabaya. CRM variables include financial benefits,
social benefits and structural ties. Multiple linear regression is used with 150 respondents
using purposive sampling. The results show that financial benefits and structural ties have
positive and significant influences on customer loyalty; whereas, social benefits has positive
but insignificant influence on customer loyalty. The most dominant variable influencing
customer loyalty in Starbucks Coffee Surabaya is financial benefits.


Keywords


Customer Relationship Management, financial benefits, social benefits, structural ties, Loyalitas Pelanggan

Full Text:

PDF

References


Adriana, L. Y., & Setiawan, F. (2013). Analisa manfaat customer relationship management

terhadap loyalitas pelanggan di pondok tjandra indah sports club Surabaya. Jurnal of

Hospitality Management.

Kotler, P., & Keller, K. L. (2012). Marketing management 14th ed. New Jersey: Pearson

Prentice Hall, Inc.

Kotler, P., & Keller, K. L. (2009). A framework for marketing management. (Vol.6). Upper

Saddle River, New Jersey, United Stated of America : Pearson Prentice Hall.

Krisnamurti, D. (2012). Gaya hidup : Tren peminat kopi terus bertambah. Retrivied on 20

March, 2015, from : http://gayahidup.inilah.com/read/detail/19036677/tren-peminatkopi-terus-bertambah#.UaQvCNil0-w

Supriadi, C. (2013). Menjaga loyalitas konsumen di tengah ketatnya persaingan. Retrieved on

October, 2016, from : http://www.marketing.co.id/menjaga-loyalitas-konsumen-ditengah-ketatnya-persaingan/

Sugiyono. (2014). Metode penelitian kuantitatif kualitatif dan R&D. Bandung: Alfabeta.

Wijaya, T. , & Thio, S. (2007). Implementasi membership card dan pengaruhnya dalam

meningkatkan loyalitas pengunjung restoran di Surabaya. Jurnal Fakultas Ekonomi

Universitas Kristen Petra.

Winoto, Y. (2009). Perancangan promosi resto cafe waroeng steak di Surabaya. Jurnal DKV

Adiwarna.


Refbacks

  • There are currently no refbacks.