PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN STARBUCKS DI SURABAYA - Felicia Chandra; Benny Wibisono; Fransisca Andreani (Jurnal Hospitality dan Manajemen Jasa, 2017)
Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh Customer RelationshipManagement (CRM) terhadap loyalitas pelanggan Starbucks Coffee di Surabaya. VariabelCRM terdiri dari financial benefits, social benefits, dan structural ties. Penelitian inimenggunakan teknik regresi linear berganda. Sampel yang diteliti sebanyak 150 respondendengan menggunakan metode purposive sampling. Hasil penelitian menyatakan bahwafinancial benefit dan structural tie berpengaruh positif dan signifikan terhadap loyalitaspelanggan, sedangkan social benefit berpengaruh positif terhadap loyalitas pelanggan, tetapitidak signifikan. Variabel yang berpengaruh paling dominan terhadap loyalitas pelangganStarbucks Coffee di Surabaya adalah financial benefit. Abstract: The study is to find the influence of Customer Relationship Management (CRM)on customer loyalty of Starbucks Coffee Surabaya. CRM variables include financial benefits,social benefits and structural ties. Multiple linear regression is used with 150 respondentsusing purposive sampling. The results show that financial benefits and structural ties havepositive and significant influences on customer loyalty; whereas, social benefits has positivebut insignificant influence on customer loyalty. The most dominant variable influencingcustomer loyalty in Starbucks Coffee Surabaya is financial benefits.