Peranan customer relationship management terhadap customer loyalty vcoi (volvo club of indonesia) di jakarta

Arno, Lisa Sardina (2013) Peranan customer relationship management terhadap customer loyalty vcoi (volvo club of indonesia) di jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri otomotif bukan industri yang asing lagi di Indonesia. Persaingan di dalam dunia otomotif sangatlah ketat. Loyalitas pelanggan merupakan hal yang sangat penting dalam suatu perusahaan. Dalam mempertahankan loyalitas pelanggan, customer relationship management berperan penting dalam melayani para pelanggannya, maka diperlukan penelitian mengenai peran customer relationship management terhadap customer loyalty member VCOI (Volvo Club of Indonesia) di Jakarta. Pengumpulan data dilakukan dengan teknik kepustakaan dan juga teknik pengumpulan data, yaitu dengan menyebarkan kuesioner online kepada member Volvo Club of Indonesia. Metode penelitian yang digunakan adalah kuantitatif. Hasil data yang diperoleh diolah dengan analisis validitas, reliabilitas, normalitas dan korelasi. Kuesioner disebarkan kepada 30 orang untuk pre-test, untuk diuji validitas dan reliabilitasnya. Kemudian kuesioner disebarkan kepada 100 orang responden dalam actual test untuk dilakukan analisis. Dari hasil penelitian dapat dibuktikan bahwa kegiatan-kegiatan customer relationship management Volvo dapat mencapai customer satisfaction, sehingga kegiatan customer relationship management berperan dalam mempengaruhi keloyalitasan member Volvo Club of Indonesia di Jakarta. / Automotive industry has gained popularity in this era, proving that it is not an unfamiliar industry anymore in Indonesia. As automotive industry enters the strict and competitive market, it is hypothesized that customer loyalty is crucial to sustain the company. To maintain loyalty of regular customers, customer relationship management plays a significant role to serve them even better, as a result, the research on customer relationship management’s role towards customer loyalty of VCOI member in Jakarta was conducted. Sample-collection was done with two different techniques – literature analysis and communication, followed by administering online questionnaire to VCOI member. This research is based on quantitative methodology and the final results are analyzed in four types ; validity, reliability, normality, and correlation. The first questionnaire distribution is to assess the validity and reliability on 30 participants in this pre-test. For the actual test afterwards, one hundred respondents have to fill up questionnaire for further analysis. From this research, it is evidently true that customer relationship management activities of Volvo can obtain customer satisfaction; therefore these management activities are highly important to influences the member loyalty from VCOI in Jakarta.

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