PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT PROGRAM SHOPEE KOIN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (Survey Pada Pengguna Aplikasi Shopee di Kalangan Mahasiswa Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya)

MELINDA, MELINDA and Lionardo, Andries (2022) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT PROGRAM SHOPEE KOIN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (Survey Pada Pengguna Aplikasi Shopee di Kalangan Mahasiswa Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya). Undergraduate thesis, Sriwijaya University.

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Abstract

The company's efforts to survive the business competition globally, the company must have a strategy and optimize Customer Relationship Management in an effort to increase Customer Satisfaction which then creates Customer Loyalty. There was a decline in Shopee e-commerce users in 2021. This study aims to find out how the influence of Shopee Coin's customer relationship management program on customer loyalty with customer satisfaction as an intervening variable in Sriwijaya University Communication Science Students class of 2018 and 2019. The theory used in this study is the theory of customer relationship management proposed by Pravatiyar et al, the theory of customer satisfaction proposed by Irawan, and customer loyalty by Griffin. The sample was determined using the proportionate stratified random sampling technique with the number of samples in this study as many as 82 respondents. Data collection in this study used questionnaire dissemination techniques, observations and documentation studies. The analysis technique in this study uses quantitative descriptive statistics using path analysis at the level of significance = 0.1. The conclusions of this study are: 1) Customer Relationship Management has a positive and significant effect on Customer Satisfaction. 2) Customer Relationship Management has a positive and significant effect on Customer Loyalty. 3) Customer Satisfaction has a positive and significant effect on Customer Loyalty. 4) Customer Satisfaction is an intervening variable that can mediate between Customer Relationship Management and Customer Loyalty of Shopee application. Keywords: Customer Relationship Management, Customer Satisfaction, Customer Loyalty

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Customer Relationship Management, Kepuasan Pelanggan, Loalitas Pelanggan
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Melinda Melinda
Date Deposited: 09 Aug 2022 01:52
Last Modified: 09 Aug 2022 01:52
URI: http://repository.unsri.ac.id/id/eprint/76838

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