PENGARUH ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) TERHADAP CUSTOMER RETENTION

Wardani, Rizaldi Syahrul (2021) PENGARUH ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) TERHADAP CUSTOMER RETENTION. Undergraduate thesis, Universitas Islam Sultan Agung Semarang.

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Abstract

Tujuan penelitian ini adalah untuk menyelidiki dan menguji pengaruh electronic customer relationship management (E-CRM) terhadap customer retention ( CR) dengan melalui customer satisfaction (CS) dan customer trust (CT). Teknik pengambilan sampel yang digunakan yaitu Perposive Sampling dengan total sampel sebanyak 100 sampel pelanggan Distro Rown Division dengan kriteria minimal transaksi 3 kali dan usia 17 tahun ke atas. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, uji normalitas, uji multikolinieritas, uji heterokesdastisitas, analisis regresi berganda, uji hepotisis (uji t), uji koefisien determinasi, uji sobel. Hasil penelitian mengemukakan bahwa customer satisfaction tidak dapat memediasi antara electronic customer relationship management (E-CRM) terhadap customer retention (CR), sedangkan customer trust (CT) dapat memediasi antara electronic customer relationship management (E-CRM) terhadap customer retention (CR). Penelitian ini juga menemukan bahwa electronic customer relationship management (E-CRM) berpengaruh signifikan terhadap customer satisfaction (CS), electronic customer relationship management (E-CRM) berpengaruh signifikan terhadap customer trust (CT), customer trust (CT) berpengaruh signifikan terhadap customer retention (CR), sedangkan electronic relationship management (E-CRM) berpengaruh positif tidak signifikan terhadap customer retention (CR), dan customer satisfaction (CS) berpengaruh positif tidak signifikan terhadap customer retention (CR). Kata kunci : Electronic Customer Relationship Management, Customer Satisfaction, Customer Trust, Customer Retention.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi Fakultas Ekonomi > Manajemen
Depositing User:	Pustakawan 3 UNISSULA
Date Deposited:	28 Jun 2022 07:36
Last Modified:	28 Jun 2022 07:36
URI:	http://repository.unissula.ac.id/id/eprint/23308

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