PENGARUH MANAJEMEN HUBUNGAN PELANGGAN TERHADAP KEPUASAN KONSUMEN

Ellena Nurfazria Handayani, Edwin Yudha Pratama

Abstract


The purpose of this research is to know the influence of customer relationship management (CRM) consists of three independent variables: communication, commitment and quality of service towards customers' satisfaction at PT Indomobil Trada (Nissan) Radin Inten. This research is associative research with quantitative approach is done by using survey method through the distribution of a questionnaire to 120 respondents were selected using a non-probability sampling techniques. Data analysis technique used is multiple linear regression analysis with stepwise method. The research results showed that all the independent variables of the customer relationship management (CRM) have a positive and significant influence towards customer satisfaction. From the results of this research are expected to increase the company's customer relationship management with increasing commitment, communication and quality of service, so that it can increase customer satisfaction.

Keywords


Customer relationship management, customers’ satisfaction; Pemasaran; manajemen hubungan pelanggan; kepuasan konsumen

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DOI: http://dx.doi.org/10.35137/jmbk.v6i3.235

Copyright (c) 2019 Ellena Nurfazria Handayani, Edwin Yudha Pratama



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