ANALISIS PENGARUH SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) TERHADAP MINAT BELI DAN LOYALITAS PELANGGAN GRABFOOD

PUTRI, AYESHA MALIKA and Ruskan, Endang Lestari (2024) ANALISIS PENGARUH SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT (SCRM) TERHADAP MINAT BELI DAN LOYALITAS PELANGGAN GRABFOOD. Undergraduate thesis, Sriwijaya University.

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Abstract

GrabFood, makes it easier for consumers to buy food and beverages without having to go to a restaurant. The competition between GrabFood and its competitors is currently growing rapidly. Therefore, GrabFood implements CRM activities by promoting various promotions and foods through social media platforms using the Instagram account @grabfood.id. This study focuses on examining whether activities on Instagram @grabfood.id can influence customer relationships, especially purchase intention and customer loyalty. This research uses a quantitative survey method with a sample size of 104 respondents. The results of this study indicate that the activities conducted by GrabFood through social media, particularly Instagram, have a positive and significant impact on purchase intention and customer loyalty. This is supported by the T-Statistics value, which is greater than 1.96, and a p-value of 0.000.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kanta Kunci : Media Sosial, Social Customer Relationship Management, Minat Beli, Loyalitas Pelanggan
Subjects:	T Technology > T Technology (General) > T58.6-58.62 Management information systems
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Ayesha Malika Putri
Date Deposited:	22 Jul 2024 01:58
Last Modified:	22 Jul 2024 01:58
URI:	http://repository.unsri.ac.id/id/eprint/152505

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