Analisa Pengaruh E-CRM Dan E-WOM Pada Minat Customer Harris Hotel Sunset Road - Desi Puspita Rahayu; Made Estiyanti; Agung Raditya Putra (STMIK Banjarbaru, 2018)
ABSTRAK Penelitian ini dilakukan di Harris Hotel & Residences Sunset Road-Bali, penelitian ini bertujuan untuk mengetahui pengaruh dari Electronic Customer Relationship Management (ECRM) dan Electronic Word of Mouth (E-WOM) pada Minat Customer. Metode yang digunakan untuk menganalisis pengaruh dari ketiga variabel tersebut adalah Regresi Linear Berganda. Data diperoleh dari 50 responden dengan menggunakan metode purposive sampling. Pengaruh dari ketiga variabel tersebut dapat dilihat dari hasil uji yang telah dilakukan. Hasil penelitian menunjukkan bahwa Electronic Customer Relationship Management (E-CRM) dan Electronic Word of Mouth (E-WOM) berpengaruh positif dan signifikan pada Minat Customer. Secara simultan variabel E-CRM dan E-WOM berpengaruh signifikan pada Minat Customer ditunjukkan dengan angka signifikansi sebesar 0,000 < 0,05 dan nilai F sebesar 43,404. Koefisien Determinasi yang dihasilkan sebesar 0,634 atau 63,4% yang berarti variabel E-CRM dan EWOM dapat menjelaskan variabel Minat Customer, sedangkan sisanya sebesar 36,6% dijelaskan oleh sebab-sebab lain diluar variabel yang terdapat dalam penelitian ini. Kata kunci: Electronic Customer Relationship Management (E-CRM), Electronic Word of Mouth (E-WOM), Minat Customer ABSTRACT The research was conducted in Harris Hotel & Residences Sunset Road-Bali, this study aims to determine the effect of Electronic Customer Relationship Management (E-CRM) and Electronic Word of Mouth (E-WOM) on Customer Interest. The method used to analyze the influence of these three variables is Multiple Linear Regression. Data obtained from 50 respondents using purposive sampling method. The influence of the three variables can be seen from the results of the tests that have been carried out. The results showed that Electronic Customer Relationship Management (E-CRM) and Electronic Word of Mouth (E-WOM) had a positive and significant effect on Customer Interest. Simultaneously E-CRM and E-WOM variables have a significant effect on Customer Interest indicated by a significance number of 0,000 <0,05 and F value of 43,404. The resulting coefficient of determination is 0.634 or 63.4%, which means that E-CRM and E-WOM variables can explain Customer Interest variables, while the remaining 36.6% is explained by other reasons outside the variables contained in this study. Keywords: Electronic Customer Relationship Management (E-CRM), Electronic Word of Mouth (E-WOM), Customer Interest