The influence of social crm towards performance of customer's growth at PT. Infiniti Global Oto Medan

Natashia, Natashia (2021) The influence of social crm towards performance of customer's growth at PT. Infiniti Global Oto Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research aims to study the influence of social CRM towards performance of customer’s growth at PT. Infiniti Global Oto Medan. PT. Infiniti Global Oto is a company which was labelled as a spare parts company when it first started and as time passes, the company shifted to become an automotive workshop, which vision and mission is to serve high quality products and services to their customers. The object of this research was customers at PT. Infiniti Global Oto. There are 50 customers in a day, which then become the population of this research. As for the sample, the researcher uses Slovin Formula with convenience sampling method and obtained 45 customers to be used as sample of this research. Based on the analysis done, the hypothesis result shows that tcount > ttable (8.130 > 2.0166) and sig. value < 0.05 (0.00 < 0.05). Therefore, Ha is accepted and Ho is rejected, meaning that Social CRM has an effect on Performance of Customer’s Growth. As for the recommendations itself, the company must pay larger attention and develop their social CRM as it gives direct impact on their performance of customer’s growth./Penelitian ini bertujuan untuk mempelajari pengaruh Social CRM terhadap kinerja pertumbuhan pelanggan pada PT. Infiniti Global Oto di Medan. PT. Infiniti Global Oto merupakan sebuah perusahaan yang pada awalnya dilabeli sebagai perusahaan spareparts dan seiring berjalannya waktu, perusahaan ini berkembang menjadi bengkel otomotif yang visi dan misinya adalah menyajikan produk dan layanan dengan kualitas terbaik kepada pelanggannya. Objek penelitian ini adalah pelanggan pada PT. Infiniti Global Oto. Jumlah pelanggan dalam sehari berjumlah 50 orang yang akan kemudian menjadi populasi dalam penelitian ini. Adapun pengambilan sampelnya menggunakan rumus Slovin dengan metode convenience sampling dan diperoleh 45 pelanggan yang kemudian menjadi sampel dalam penelitian ini. Berdasarkan analisis yang dilakukan, hasil hipotesis menunjukkan bahwa tcount > ttable (8,130 > 2,0166) dan sig. value < 0,05 (0,00 < 0,05). Dengan demikian, Ha diterima dan Ho ditolak, artinya Social CRM mempunyai pengaruh terhadap kinerja pertumbuhan pelanggan. Adapun rekomendasinya adalah perusahaan harus memberikan perhatian yang lebih besar dan mengembangkan social CRM mereka karena berdampak langsung pada kinerja pertumbuhan pelanggan mereka.

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