PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN TIKET.COM

CHANIA, NASYWA SHAFA and Ruskan, Endang Lestari (2025) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN TIKET.COM. Undergraduate thesis, Sriwijaya University.

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Abstract

Tiket.com, as one of Indonesia’s first Online Travel Agents (OTAs), has experienced significant growth but still faces challenges in competing with major competitors like Traveloka. One strategy employed by Tiket.com to retain and attract customers is Customer Relationship Management (CRM). This study aims to analyze the impact of CRM on customer satisfaction and customer loyalty within the Tiket.com application. The results of the study show that the relationship between CRM and customer satisfaction has a path coefficient of 0.775, with a P-value of 0.000 and T-statistics of 18.072, indicating a strong, positive, and statistically significant relationship. This confirms that CRM has a highly significant impact on customer satisfaction. Meanwhile, although the relationship between CRM and customer loyalty is also statistically significant with a P-value of 0.000 and T-statistics of 3.526, the path coefficient of 0.365 indicates that the impact of CRM on customer loyalty is weaker compared to its impact on customer satisfaction. Nevertheless, the influence of CRM on customer loyalty remains significant and valid. Overall, this study emphasizes that CRM plays a crucial role in enhancing both customer satisfaction and loyalty, with a stronger effect on satisfaction.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Customer Relationship Management, Customer Satisfaction, Customer Loyalty
Subjects:	T Technology > T Technology (General) > T58.5-58.64 Information technology > T58.6.E9 Management information systems -- Congresses.
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Nasywa Shafa Chania
Date Deposited:	22 Apr 2025 03:08
Last Modified:	22 Apr 2025 03:08
URI:	http://repository.unsri.ac.id/id/eprint/170421

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