Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Pada “FMS Motor” Di Pontianak

Andrianus, Andrianus (2013) Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Pada “FMS Motor” Di Pontianak. Skripsi thesis, Universitas Tanjungpura.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruhCustomer Relationship Management (Continuity Marketing, One to One Marketing,Patnering Program) terhadap loyalitas pelanggan pada “FMS Motor” di Pontianak.Populasi dalam penelitian ini adalah pelanggan yang melakukan pembelian kendaraansepada motor Yamaha di FMS Motor pada tahun 2008-2011 yang terdiri dari 5.897konsumen.Banyaknya sampel yang diambil dalam penelitian ini sebesar 100 sampelpelanggan yang melakukan loyalitas dengan membeli sepeda motoryamaha padaFMS Motor di Pontianak. Penelitian ini menggunaakan metode survey sertamenggunakan program SPSS 16.0 dalam pengujian validitas, reliabilitas, normalitas,multikolinearitas, dan heteroskedasitas, regresi linier berganda,serta pengujian secarasimultan dan persial dalam menentukan hasil penelitian.Berdasarkan uji F pelanggan FMS Motor, nilai Fhitung pada kolom F adalah10.569 dengan tingkat signifikansi sebesar 0,000, dimana angka tersebut kurang dari0,05, yang berarti bahwa variabel bebas berpengaruh secara positif dan signifikanterhadap variabel terikat. Berdasarkan uji parsial (uji t) yang telah dilakukan dapatdisimpulkan bahwa untuk respondenloyalita pelanggan dari ketiga variabel yangmemiliki pengaruh secara parsial terhadap loyalitas adalah variabel Patneringprogram (X3). Sementara variabel yang berpengaruh tidak secara parsial adalahvariabel Continuity Marketing (X1)dan One to One Marketing (X2)._ _ ABSTRACT The purpose of this study is to investigate and analyze the influence of theCustomer Relationship Management (continuity marketing, one to one marketing,patnering program) of customer loyalty on to the FMS Motor in Pontianak.Population in this study is the customer who makes a purchase vehicles yamahamotorcycle in FMS Motor in the year 2008-2011 which consisted of 5897 consumers.The number of samples taken in this study of 100 customer loyalty sampleswho makes a purchase vehicles yamaha motorcycle in FMS Motor in Pontianak. Thisstudy used a survey method and using program SPSS 16.0 in testing the validity,reliability, normality, multicollinearity, and heteroskedasitas, multiple linearregression, as well as simultaneous testing and Persial in determining the outcome ofresearch.F test of fms Motor customers, the value of F count on columns F is 10,569with a significance level of 0.000, where the figure is less than 0.05, which meansthat the independent variable has a positive and significant effect on the dependentvariable. Based Persial test (t test) has been done can be concluded that for customerloyalty respondents FMS Motor of the three variables that have an impact on loyaltyis partially patnering program variable (X3). While the variables that affect notpartially is continuity marketing variable (X1) and one to one marketing variable(X2).Loyalty

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