ANALISIS PENGARUH PROMOSI DAN CRM TERHADAP KEPUTUSAN KONSUMEN MELAKUKAN PERAWATAN BERKALA MELALUI MINAT SERVICE SEPEDA MOTOR HONDA PADA AHASS WAHANA RITEL HONDA JATAKE TANGERANG Benedictus Febriadi Maharanto1 - Maharanto, Benedictus Febriadi; Pradiani, Theresia; Ruspitasari, Widi Dewi (JOURNAL OF SCIENCE AND SOCIAL RESEARCH, 2025)
Abstract: Indonesias motorcycle industry has experienced rapid growth, yet consumer participation in after-sales services such as periodic maintenance remains low. This study aims to analyze the influence of promotion and Customer Relationship Management (CRM) on consumer decisions to engage in periodic maintenance, with service interest as a mediating variable. The research was conducted using a quantitative approach with a sample of 100 consumers from AHASS Wahana Honda Jatake, Tangerang. Data were analyzed using the Structural Equation ModelingPartial Least Squares (SEM-PLS) method. Results show that promotion and CRM have no significant direct effect on consumer decisions, but both have a significant positive effect on service interest. Service interest was found to fully mediate the relationship between promotion and CRM on consumer decisions. These findings highlight the importance of fostering service interest as a strategic link between marketing efforts and customer loyalty in official motorcycle service centers.Keyword: Consumer decision, Customer relationship management, Periodic maintenance, Promotion, Service interestAbstrak: Industri sepeda motor di Indonesia mengalami pertumbuhan pesat, namun tingkat partisipasi konsumen dalam layanan purna jual seperti perawatan berkala masih rendah. Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan Customer Relationship Management (CRM) terhadap keputusan konsumen melakukan perawatan berkala, dengan minat service sebagai variabel mediasi. Penelitian dilakukan pada 100 responden pengguna layanan AHASS Wahana Honda Jatake, Tangerang, menggunakan pendekatan kuantitatif dan teknik analisis Structural Equation ModelingPartial Least Squares (SEM-PLS). Hasil menunjukkan bahwa promosi dan CRM tidak berpengaruh langsung secara signifikan terhadap keputusan konsumen, tetapi berpengaruh positif dan signifikan terhadap minat service. Minat service terbukti memediasi secara penuh hubungan antara promosi dan CRM terhadap keputusan konsumen. Temuan ini menekankan pentingnya membangun minat service sebagai jembatan strategi promosi dan CRM dalam meningkatkan loyalitas konsumen terhadap layanan perawatan berkala di bengkel resmi.Kata kunci: Customer Relationship Management, minat service, keputusan konsumen, perawatan berkala, promosi