PENGARUH CITRA MEREK DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP PENINGKATAN LOYALITAS PELANGGAN GOJEK DI PALEMBANG

FIKRI, AHMAD HAIKAL and Nazaruddin, Akhmad and Maulana, Ahmad (2020) PENGARUH CITRA MEREK DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP PENINGKATAN LOYALITAS PELANGGAN GOJEK DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this research is to determine the effect of of brand image and Customer Relationship Management in improving the loyalty of Gojek customers in Palembang. The population in this study is the student in Faculty of Economics UNSRI Palembang campus. Data collection techniques conducted by distributing a questionnaire to 100 students faculty of Economics UNSRI campus Palembang. The research uses primary data obtained from questionnaires and analytical techniques used is the techniques of multiple regression analyses. The results of this study showed that from the results of linear regression equations, it can be interpreted when the brand image and customer relationship manageme oft Go-Jek are enhanced, the customer loyalty will increase and vice versa. And the test results of F and T tests show that brand image has a significant and positive influence on customer loyalty. The advice that can be given in this research in order to Gojek to be able to always improve the brand image such as adding a customer shuttle service at the airport, and to improve customer relationship management, Go-Jek need to conduct social activities to remain the main choice of customers amid increasingly intense competition.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Customer Relationship Management, Customer Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods. H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 7056 not found.
Date Deposited:	13 Aug 2020 05:08
Last Modified:	13 Aug 2020 05:08
URI:	http://repository.unsri.ac.id/id/eprint/32562

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