PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN PADA MARRIOTT INTERNATIONAL (STUDI KASUS MARRIOTT BONVOY LOYALTY PROGRAM) - Isabelle Isabelle; Noviaranny Noviaranny; Fransisca Andreani (Jurnal Hospitality dan Manajemen Jasa, 2019)
AbstrakSebagai komponen penting pada Customer Relationship Management (CRM), loyalty program telah banyak digunakan dengan tujuan untuk meningkatkan loyalitas pelanggan. Penelitian ini mempunyai tujuan untuk mengetahui pengaruh CRM melalui penerapan Loyalty Program bernama Marriott Bonvoy terhadap loyalitas pelanggan di Marriott International menggunakan metode analisis regresi linier berganda. Variabel yang digunakan meliputi financial benefits, social benefits dan structural ties diteliti sebagai variabel bebas, sementara loyalitas pelanggan sebagai variabel terikat. Hasil penelitian ini mengindikasikan bahwa financial benefits, social benefits dan structural ties berpengaruh positif dan signifikan terhadap loyalitas pelanggan di Marriott International. Adapun variabel yang paling dominan dalam mempengaruhi loyalitas pelanggan di antara ketiganya adalah financial benefits.Kata Kunci: Customer Relationship Management (CRM), Loyalty Program, Loyalitas Pelanggan, Marriott Bonvoy, Marriott InternationalAbstractAs an important component of Customer Relationship Management (CRM), loyalty programs have been widely used to enhance customer loyalty. The purpose of this research is to acknowledge the impact of CRM on customer loyalty at Marriott International, through the implication of Marriott Bonvoy Loyalty Program using multiple linier regression analysis. CRM variables, including financial benefits, social benefits and structural ties, are identified as the independent variables while customer loyalty as the dependent variable. The results indicate that financial benefits, social benefits and structural ties have positive and significant impacts on customer loyalty at Marriott International. The most dominant variable in influencing customer loyalty at Marriott International is financial benefits.Keywords: Customer Relationship Management (CRM), Loyalty Program, Customer Loyalty, Marriott Bonvoy, Marriott International