ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PENGGUNA APLIKASI MAXIM

ROMADHAN, AHMAD NOUVAL and Ruskan, Endang Lestari (2024) ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PENGGUNA APLIKASI MAXIM. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM) on user loyalty of the Maxim application in Palembang. CRM is a strategic approach aimed at enhancing the relationship between companies and customers through the effective use of technology, information systems, and business processes. This research focuses on five main CRM variables: Content, Accuracy, Format, Ease of Use, and Timeliness. The research employed a quantitative method with a survey approach, involving 111 respondents selected using sampling techniques based on Lemeshow's formula. Data were collected through questionnaires that were tested for validity and reliability. The results show that all CRM variables significantly influence user loyalty of the Maxim application. The Content variable recorded a high satisfaction level, reflecting the ease of accessing information. The Accuracy variable highlighted the importance of service alignment with user needs. The Format variable emphasized the role of an attractive and user-friendly interface. The Ease of Use and Timeliness variables also significantly contributed to a positive user experience. Overall, the loyalty level of Maxim application users falls into the high category. This study recommends several strategic steps for Maxim to enhance user experience and customer retention. These include improving information accessibility, faster response to complaints, and utilizing user data to offer more personalized services such as favorite routes and special discounts. The implementation of a point-based loyalty program is also suggested to strengthen customer relationships and increase Maxim's competitiveness in the online transportation industry.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Customer Relationship Management (CRM), User Loyalty, Application, Online Transportation.
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:	Ahmad Nouval Romadhan
Date Deposited:	08 Jan 2025 07:43
Last Modified:	08 Jan 2025 07:43
URI:	http://repository.unsri.ac.id/id/eprint/163137

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