Dewayani, Anggun (2023) PENGARUH CRM (CUSTOMER RELATIONSHIP MANAGEMENT) TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PRODUK HERBAL PT BHINNEKA RAHSA NUSANTARA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The implementation of Customer Relationship Management (CRM) at PT Bhinneka Rahsa Nusantara experienced problems as evidenced by the number of customer values at the best level / VIP only around 0.14% of the total in various customer segmentations. This study aimed to determine the implementation of the Customer Relationship Management (CRM) worked program at PT Bhinneka Rahsa Nusantara, the characteristics of customers on PT Bhinneka Rahsa Nusantara herbal products, and find out the influenced of Customer Relationship Management (CRM) on customer loyalty through customer satisfaction. The sample determination method was carried out by purposive sampling with 50 respondents from customers in the loyal segmentation, with primary data collection through questionnaires. The first and second aims were analyzed using descriptive analysis, and the third objectives was analyzed using factor analysis followed by path analysis. The results showed that the Customer Relationship Management (CRM) worked program used 10 characteristic variables (identification, differentiation, interaction, customize, information sharing, customer engagement, long-term partnership, problem solving, CRM-based technology, and service automation), the characteristics of the most customers was female, high school education, mostly customer were from Bandung with the age of 20-30 years, as well as the results of the analysis showed that Customer Relationship Management (CRM) was significant to customer satisfaction and customer satisfaction was significant to customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Anggun Dewa Yani | ||||||||||||
| Date Deposited: | 27 Mar 2023 02:04 | ||||||||||||
| Last Modified: | 27 Mar 2023 02:04 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12403 |
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