LOYALITAS PELANGGAN MELALUI KONSEP CUSTOMER RELATIONSHIP MARKETING PADA PRODUK SOPHIE PARIS - Dina Widianti; Dodi Angga Nugraha (Universitas Garut, 2019)
Abstrak Penelitian ini bertujuan mengetahui tingkat loyalitas melalui konsep CRM, menganalisis hubungan karakteristik responden dan menganalisis pengaruh konsep CRM terhadap loyalitas. Teori yang digunakan pada penelitian ini adalah teori pertukaran sosial yang menyatakan bahwa dorongan utama dalam hubungan interpersonal adalah kepuasan dari kepentingan pribadi-pribadi yang terlibat. Pertukaran interpersonal dianggap mirip dengan pertukaran ekonomis dimana orang merasa puas ketika mereka menerima kembalian yang sesuai untuk pengeluaran mereka. Metode penelitian yang digunakan dengan pendekatan kuantitatif, dengan jumlah responden 95 orang. Hasil penelitian menunjukkan bahwa Pendapat responden pada pernyataan loyalitas nilai rataan skor sebesar 4,11 (loyal) dengan rataan skor attraction sebesar 4,34 (loyal), retention sebesar 4,07 (loyal), enchancement sebesar 4,13 (loyal). hasil uji regresi linier sederhana digunakan untuk melihat pengaruh signifikan CRM (X) terhadap loyalitas (Y), maka F hitung = 18,664 dengan nilai Sig, = 0,000, dapat diambil kesimpulan bahwa metode attraction (daya tarik) mempengaruhi loyalitas 50,4 %, retention sebesar 10,5 % dan enchancement sebesar 9%. Tabulasi CRM (attraction, retention, enchancement) dengan loyalitas: Pertama, Repeat buyer: 5 responden (tidak setuju) 7 responden (kurang setuju) 59 responden (setuju) dan 24 responden (sangat setuju) pada daya tarik, penjagaan dan peningkatan hubungan dalam melakukan pembelian ulang. Kedua, Purchasses accross produck and service line: 11 responden (kurang setuju) 55 responden (setuju) 29 responden (sangat setuju) pada daya tarik, penjagaan dan peningkatan hubungan dalam melakukan pembelian antar lini produk atau jasa. Kata Kunci: Loyalitas Pelanggan; Customer Relationship Marketing; Shopie Paris Abstract This study aims to determine the level of loyalty through the CRM concept, analyze the relationship of the characteristics of respondents and analyze the effect of the CRM concept on loyalty. The theory used in this study is social exchange theory which states that the main impetus in interpersonal relations is satisfaction from the interests of the individuals involved. Interpersonal exchanges are considered to be similar to economic exchanges where people are satisfied when they receive changes that are appropriate for their expenses. The research method used is a quantitative approach, with 95 respondents. The results showed that the opinions of respondents on the loyalty statement average score of 4.11 (loyal) with an average attraction score of 4.34 (loyal), retention of 4.07 (loyal), enchancement of 4.13 (loyal). the results of simple linear regression test are used to see the significant effect of CRM (X) on loyalty (Y), then F count = 18,664 with the value Sig, = 0,000, it can be concluded that the attraction method affects loyalty 50.4%, retention by 10.5% and enchancement by 9%. Tabulation of CRM (attraction, retention, enhancement) with loyalty: First, Repeat buyer: 5 respondents (disagree) 7 respondents (disagree) 59 respondents (agree) and 24 respondents (strongly agree) on attractiveness, guarding and improving relationships in make a repeat purchase. Second, Purchasses accross produck and service line: 11 respondents (disagree) 55 respondents (agree) 29 respondents (strongly agree) on attractiveness, guarding and improving relationships in making purchases between product lines or services. Keywords: Customer Loyalty; Customer Relationship Marketing; Shopie Paris