The effect of promotion and customer relationship management towards customer satisfaction at PT Jalur Logistics Indonesia

Unthammarath, Yumico (2021) The effect of promotion and customer relationship management towards customer satisfaction at PT Jalur Logistics Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Jalur Logistics Indonesia serves shipments by land, sea, and air by using containers and cubication. In the problem phenomenon, at this time the company is experiencing problems with decreasing customer satisfaction which is thought to be due to problems in promotion and customer relationship management. PT Jalur Logistics Indonesia and the effect of ineffective promotions and employees who do not maintain good relations and do not follow up with consumers in customer relationship management issues. Promotions have a significant positive effect on consumer satisfaction. While some customer happiness criteria coincide with CRM results, customers do not consider the primary goals of CRM projects, most notably personalized products/services and loyalty programs, as satisfaction criteria. Quantitative research with descriptive and causal study are used to analyze the sample of 126 customers. The respondents are customers of PT. Jalur Logistics Indonesia are taken using probability sampling criteria using simple random sampling. Distribution of the questionnaires conducted has passed the validity and reliability test. The data tested also passed the normality test, multicollinearity, heteroscedasticity, and multiple linear regression test. From hypothesis test with the results of the F test (80.392>3.06),) that promotion and CRM simultaneously affect customer satisfaction at PT. Jalur Logistics Indonesia. It can be recommended to the company, to provide promotions with price discounts to consumers that are routinely held. With more active promotions, it will increase consumer interest in using the services of the company. Company need to pay attention to the constraints experienced by consumers and try to provide active solutions to consumers so that consumers feel cared for and well served by the company. / PT. Jalur Logistics Indonesia melayani pengiriman melalui jalur darat, laut, dan udara dengan menggunakan container dan kubikasi. Dalam fenomena masalah, saat ini perusahaan sedang mengalami masalah dengan menurunnya kepuasan pelanggan yang diduga karena masalah dalam promosi dan manajemen hubungan pelanggan. PT Lintas Logistics Indonesia dan pengaruh promosi yang tidak efektif serta karyawan yang tidak menjaga hubungan baik dan tidak menindaklanjuti dengan konsumen dalam masalah customer relationship management. Promosi berpengaruh positif signifikan terhadap kepuasan konsumen. Sementara beberapa kriteria kebahagiaan pelanggan bertepatan dengan hasil CRM, pelanggan tidak mempertimbangkan tujuan utama proyek CRM, terutama produk/layanan yang dipersonalisasi dan program loyalitas, sebagai kriteria kepuasan. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 126 pelanggan. Responden adalah pelanggan PT. Jalur Logistik Indonesia diambil dengan menggunakan kriteria probability sampling menggunakan simple random sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, heteroskedastisitas, dan uji regresi linier berganda. Dari uji hipotesis dengan hasil uji F (80,392>3,06),) bahwa promosi dan CRM secara simultan berpengaruh terhadap kepuasan pelanggan pada PT. Jalur Logistik Indonesia. Dapat direkomendasikan kepada perusahaan, untuk memberikan promosi dengan potongan harga kepada konsumen yang rutin diadakan. Dengan semakin aktifnya promosi maka akan meningkatkan minat konsumen untuk menggunakan jasa perusahaan. Perusahaan perlu memperhatikan kendala yang dialami konsumen dan berusaha memberikan solusi aktif kepada konsumen agar konsumen merasa diperhatikan dan dilayani dengan baik oleh perusahaan.

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