PENGARUH SERVICE QUALITY DAN E-CRM TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN (Studi Empirik PT Infinity Financial Service) - Bayu Prismantoro (MAGISTER MANAJEMEN UNISMA, 2020)
Tujuan penelitian ini adalah Menganalisis pengaruh service quality dan e-CRM terhadap loyalitas konsumen melalui kepuasan konsumen pada PT INFINITY FINANCIAL SERVICE. Jenis penelian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah nasabah atau konsumen PT INFINITY FINANCIAL SERVICE. Teknik pengambilan sampel dilakukan dengan purposive sampling dan didapatkan sampel sebanyak 120 responden. Hasil penelitian menyatakan bahwa pengaruh tidak langsung antara variabel Service Quality terhadap Loyalitas Konsumen melalui variabel Kepuasan Konsumen diperoleh dari hasil pengaruh langsung antara variabel Service Quality terhadap Kepuasan Konsumen dan pengaruh langsung antara variabel Kepuasan Konsumen terhadap variabel Loyalitas Konsumen sehingga pengaruh tidak langsung. Hal ini dapat diartikan bahwa ada pengaruh tidak langsung variabel Service Quality dan e-CRM terhadap Loyalitas Konsumen melalui Kepuasan Konsumen, serta semakin tinggi Kepuasan Konsumen maka Loyalitas Konsumen akan semakin meningkat.Kata Kunci: service quality, e-CRM, kepuasan konsumen, loyalitas konsumen The purpose of this study was to determine the effect of service quality and e-CRM on customer loyalty through customer satisfaction at PT INFINITY FINANCIAL SERVICE. This type of research is explanatory research using a quantitative approach. The population in this study are customers or consumers of PT INFINITY FINANCIAL SERVICE. The sampling technique was done by purposive sampling and obtained a sample of 120 respondents. Research results d. The indirect effect between Service Quality variables on Consumer Loyalty through the Consumer Satisfaction variable is obtained from the results of the direct influence between Service Quality variables on Consumer Satisfaction and the direct influence between the Consumer Satisfaction variables on Consumer Loyalty variables so that the indirect effect. This can be interpreted that there is an indirect effect of Service Quality and e-CRM variables on Consumer Loyalty through Consumer Satisfaction, and the higher the Customer Satisfaction, the Consumer Loyalty will increase.Keywords: service quality, e-CRM, customer satisfaction, customer loyalty