<![CDATA[ABSTRACT The aims of the research were to determine (1) to describe the pattern of interaction of ethnic communication of The aims of this research are: (1) To find out customer relationship management at PT. Astra International, Tbk - Honda in growing motorcycle customer satisfaction and loyalty at the Makassar Branch service center; (2) To determine customer service center satisfaction and loyalty at PT. Astra International, Tbk- Honda Branch Makassar. This research lasted for four months and was located at the Astra Motor Makassar Service Center, Jl. Sultan ALauddin No. 57, Makassar, South Sulawesi. The method for this research is mixing the method of qualitative and descriptive quantitative analysis with using the percentage interpretation, to know the variable of Customer Relationship Management (Variable X), Customer Satisfaction (Variable Y1) and Customer Loyalty (Y2). All the total data collected analyzed descriptive quantitatively, and for analyzing descriptive frequencies, the researcher use tabulation using Spearman's analysis with SPSS or Statistic Program for Social Sciences. The results showed that the percentage score of customer relationship management = 55.3%, customer satisfaction = 33.3% and customer loyalty = 30.3%. It is known that the value of customer relationship management is higher than the value of customer satisfaction and customer loyalty, it can be concluded that customer relationship management Service Center Astra Motor Makassar has not maximized in growing customer satisfaction and loyalty. Of course there are supporting factors and inhibiting factors that influence customer relationship management in fostering customer satisfaction and loyalty. Keywords : customer relationship management, satisfaction, loyalty and customer ABSTRAK Tujuan penelitian ini adalah: (1) Untuk mengetahui customer relationship management PT. Astra International, Tbk – Honda dalam menumbuhkan kepuasan dan loyalitas pelanggan sepeda motor pada service centre Cabang Makassar.; (2) Untuk mengetahui kepuasan dan loyalitas pelanggan servis centre di PT. Astra International, Tbk- Honda Cabang Makassar. Penelitian ini berlangsung selama empat bulan dan berlokasi di Service Center Astra Motor Makassar, Jl. Sultan ALauddin No. 57, Makassar, Sulawesi Selatan.Metode yang digunakan untuk penelitian ini adalah mix metodh analisis penelitian kualitatif dan deskriptif kuantitatif dengan menggunakan interpretasi presentase, untuk mengetahui variabel Customer Relationship Management (Variabel X), Kepuasan Pelanggan (Variabel Y1) dan Loyalitas Pelanggan (Y2).Keseluruhan data yang dikumpulkan kemudian dianalisis secara deskriptif kuantitatif, dan untuk menganalisis deskriptif frekuensi, penulis menggunakan tabulasi menggunakan analisis Spearman’s rhodengan bantuan SPSS (Statistic Programfor Social Sciences)Hasil penelitian menunjukkan bahwa skor presentase customer relationship management = 55,3 %, kepuasan pelanggan = 33,3 % dan loyalitas pelanggan = 30,3 %. Maka diketahui nilai customer relationship management lebih tinggi daripada nila kepuasan pelanggan dan loyalitas pelanggan, dapat disimpulkan customer relationship management Service Center Astra Motor Makassar belum maksimal dalam menumbuhkan kepuasan dan loyalitas pelanggan.Tentunya terdapat faktor pendukung dan faktor penghambat yang mempengaruhi customer relationship management dalam menumbuhkan kepuasan dan loyalitas pelanggan. Kata kunci : customer relationship management, kepuasan, loyalitas, pelanggan]]>
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