Implikasi conscious attention, enthused participation dan social connection terhadap behavior based crm performance yang dimediasi oleh customer satisfaction

Yulianto, Teofilus Candra (2019) Implikasi conscious attention, enthused participation dan social connection terhadap behavior based crm performance yang dimediasi oleh customer satisfaction. Masters thesis, Universitas Pelita Harapan.

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Abstract

Dengan perkembangan sosial media yang saat ini teknologi CRM yang dipakai perusahaan telah berkembang guna meningkatkan hubungan dengan konsumen, serta kepuasan konsumen, namun berdasarkan hasil analisis Similar Web pada tahun 2019 engagement rate, average comment dan average likes pada akun Instagram Lazada cukup rendah dibandingkan dengan akun Instagram e-commerce lainnya, oleh karena itu, penelitian ini bertujuan untuk mencari tahu atribut apa saja pada customer engagement serta customer satisfaction yang berpengaruh terhadap behavior-based CRM performance pada Instagram Lazada Penelitian kuantitatif ini menggunakan pengumpulan data dengan cara non-probability sampling jenis convenient sampling, kepada 125 follower Instagram Lazada di wilayah Indonesia yang pernah memberikan like atau komentar pada post di Instagram Lazada. Analisis data menggunakan SEM-PLS dengan program SmartPLS. Dari hasil penelitian, didapati conscious attention tidak berpengaruh positif terhadap customer satisfaction dan behavior-based CRM performance, sedangkan enthused participation, social connection dan customer satisfaction berpengaruh positif terhadap behavior-based CRM performance. / Current social media development in line with the goals of the company to improve relations with consumers and customer satisfaction. Then a CRM platform based on social media is developed, but based on the results of SimilarWeb analysis in 2019 the engagement rate, average comment and average likes on Lazada's Instagram account is quite low compared to other e-commerce Instagram accounts, therefore, this study aims to find what attributes of customer engagement and customer satisfaction influence the behavior-based CRM performance an Instagram Lazada. This quantitative research data collection using a non- probability sampling type of convenient sampling, to 125 Instagram followers of Lazada in Indonesia who once gave likes or comments on Lazada's Instagram post. Data analysis using SEM-PLS with the SmartPLS program. From the results of the study, we found conscious attention does not have a positive effect on customer satisfaction and behavior-based CRM performance, while enthused participation, social connection and customer satisfaction have a positive effect on behavior- based CRM performance.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Yulianto, Teofilus CandraNIM01619170061UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHutabarat, Moses Lorensius P.UNSPECIFIEDUNSPECIFIED
Additional Information: T 19-17 YUL i
Uncontrolled Keywords: Customer Engagement, Customer Satisfaction, CRM, Social Media
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 18 not found.
Date Deposited: 20 May 2021 02:32
Last Modified: 26 Oct 2023 07:22
URI: http://repository.uph.edu/id/eprint/28917

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