Pengaruh customer relationship management (crm), kualitas pelayanan, dan bauran pemasaran Terhadap loyalitas pelanggan tokopedia ( studi kasus pelanggan tokopedia pada mahasiswa fakultas Ekonomi dan bisnis universitas muhammadiyah surakarta )

Kinanthi, Tawang and , Kusdiyanto, S.E., M.Si (2023) Pengaruh customer relationship management (crm), kualitas pelayanan, dan bauran pemasaran Terhadap loyalitas pelanggan tokopedia ( studi kasus pelanggan tokopedia pada mahasiswa fakultas Ekonomi dan bisnis universitas muhammadiyah surakarta ). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study describes the influence of customer relationship management, service quality and marketing mix on customer loyalty. This research was conducted on students of the Faculty of Economics and Business, Management Study Program, Muhammadiyah University of Surakarta. The type of data used is quantitative data, with 100 students who have used and are currently using the Tokopedia application as a sample. The data analysis used is multiple linear regression analysis. The type of data used in this research uses primary data whose data is obtained through questionnaires.The results of the analysis test in this study indicate that customer relationship management has a positive and significant influence on customer loyalty with a tcount of 2.244 > ttable of 1.984 or a significance value of 0.027 <0.05. Service quality shows no positive and significant effect on customer loyalty with a tcount of 0.280 < ttable of 1.984 or a significance value of 0.780 > 0.05 and the marketing mix has a positive and significant effect on customer loyalty with a tcount of 6.072 > ttable of 1.984 or a significance value 0.000<0.05.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Customer Relationship Management, Service Quality, Marketing Mix, Customer Loyalty
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	TAWANG KINANTHI
Date Deposited:	13 Feb 2023 02:12
Last Modified:	13 Feb 2023 02:12
URI:	http://eprints.ums.ac.id/id/eprint/108624

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