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Hendry Mangihut Tua
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH ELEMEN-ELEMEN CRM TERHADAP CUSTOMER RETENTION YANG DIMEDIASI OLEH RELATIONSHIP QUALITY DAN CUSTOMER VALUE PADA UMKM BINAAN BOGASARI Hendry Mangihut Tua
Jurnal Ekonomi Perusahaan Vol. 27 No. 1 (2020): Jurnal Ekonomi Perusahaan Vol. 27 No. 1 Tahun 2020
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (207.707 KB) | DOI: 10.46806/jep.v27i1.707

Abstract

Customer relationship management (CRM) is one of the strategies companies use to retain their customers. The elements in CRM can be applied to improve relationship quality and create customer value. The research method is quantitative with an explanatory research design. The study population is all UMKM fostered by Bogasari that use wheat flour as a base material in Jabodetabek. The sample in this study was 252 with a sampling technique based on purposive sampling. The analytical method uses structural equation modeling (SEM) with a Lisrel 8.80 program. The results showed that of the 10 research hypotheses there were 6 hypotheses that were accepted and there were 4 hypotheses that were rejected. Keywords: CRM; Relationship Quality; Customer Value; Customer Retention; SEM
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