The effect of CRM towards customer satisfaction at PT Trans Sumatera Agung, Gatot Subroto Medan

Kasim, Jocelyn (2021) The effect of CRM towards customer satisfaction at PT Trans Sumatera Agung, Gatot Subroto Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The main problem at PT Trans Sumatera Agung is about application of CRM (Customer Relationship Management) in the company which has not been going on well. This can be seen from the inability of the marketing parties who have not run CRM properly with consumers which can be seen from the emergence of complaints that arise from consumers. The marketing department is also considered to be slow in responding on consumers who have problems with the vehicle units that have been purchased. CRM is the process of managing customers by understanding and anticipating all the needs that customers expect in the hope that it will increase the profitability obtained by the company. The research types by the writer are descriptive research and casual research. Data analysis methods used in this research are descriptive statistic, validity test, reliability test, normality test, linearity test, heteroscedasticity test, coefficient of determination, simple linear regression equation, and t-test. Based on the results of the t test, CRM (X) has positive effect on customer satisfaction. The result of hypothesis test by using T-Test, the value of tcount = 6.855. It means that hypothesis is accepted because tcount (6.855) > ttable (1.977). CRM has effect towards customer satisfaction at PT Trans Sumatera Agung. The conclusion of this research is CRM has positive effect towards customer satisfaction at PT Trans Sumatera Agung. By implementing a good CRM, it will be able to increase the results of customer satisfaction in the company. / Pada permasalahan utama di PT Trans Sumatera Agung tentang penerapan CRM (Customer Relationship Management) di perusahaan belum berjalan dengan baik. Hal ini terlihat dari kemampuan pihak pemasaran yang belum menjalankan CRM dengan baik dengan konsumen yang terlihat dari munculnya keluhan yang muncul dari konsumen. Bagian pemasaran juga dinilai lamban dalam menindaklanjuti konsumen yang bermasalah dengan unit kendaraan yang telah dibeli. CRM merupakan proses pengelolaan pelanggan dengan memahami dan mengantisipasi segala kebutuhan yang diharapkan pelanggan dengan harapan dapat meningkatkan profitabilitas yang diperoleh perusahaan. Jenis penelitian yang penulis lakukan adalah penelitian deskriptif dan penelitian kasual. Metode analisis data yang digunakan dalam penelitian ini adalah statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji linieritas, uji heteroskedastisitas, koefisien determinasi, persamaan regresi linier sederhana, dan uji t. Berdasarkan hasil uji t, CRM (X) berpengaruh positif terhadap kepuasan pelanggan. Hasil pengujian hipotesis dengan menggunakan Uji-T diperoleh nilai thitung = 6,855. Artinya hipotesis diterima karena thitung (6,855)> ttabel (1,977). CRM berpengaruh terhadap kepuasan pelanggan di PT Trans Sumatera Agung. Kesimpulan dari penelitian ini adalah CRM berpengaruh positif terhadap kepuasan pelanggan pada PT Trans Sumatera Agung. Dengan menerapkan CRM yang baik maka akan dapat meningkatkan hasil kepuasan pelanggan di perusahaan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Kasim, JocelynNIM03011170093jocelynkasim99@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAlimin, ErinaNIDN0103097202erinaalimin@gmail.com
Uncontrolled Keywords: customer relationship management ; customer satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 11759 not found.
Date Deposited: 05 Aug 2021 02:57
Last Modified: 18 Jan 2022 03:57
URI: http://repository.uph.edu/id/eprint/41012

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