Pengaruh Customer Relationship Management Dan Reputasi Perusahaan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Studi Pada PT. PROFLUID

Junior, Pascal Levy (2023) Pengaruh Customer Relationship Management Dan Reputasi Perusahaan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Studi Pada PT. PROFLUID. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui Peran customer relationship management dan reputasi perusahaan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan pada PT. PROFLUID, sebuah perusahaan distributor peralatan elektronik dengan brand Baker Hughes Bently Nevada yang bergerak di sektor minyak dan gas, petrokimia, dan pembangkit listrik. Populasi adalah seluruh perusahaan pengguna produk dan jasa PT Profluid, dan sampel adalah Perusahaan pengguna produk dan jasa merek Baker Hughes Bently Nevada PT Profuid sebanyak 162 perusahaan. Teknik sampling yang digunakan adalah Purposive Sampling. Pengumpulan data dengan wawancara serta menyebar kuesioner terstruktur melalui google form. Pengujian hipotesis dilakukan dengan bantuan aplikasi program SEM (Stuctural Equation Modelling) yang dioperasikan melalui Software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa manajemen hubungan pelanggan dan reputasi perusahaan memiliki pengaruh positive dan signifikan terhadap kepuasan pelanggan. Kepuasan Pelanggan juga memiliki pengaruh positive dan signifikan terhadap Loyalitas Pelanggan. Selain itu Kepuasan Pelanggan memediasi hubungan antara Manajemen Hubungan Pelanggan serta Reputasi Perusahaan dengan Loyalitas Pelanggan. Oleh karena itu Penelitian ini menyarankan kepada Perusahaan untuk terus membangun hubungan yang lebih dekat dengan pelanggan, mengevaluasi harga dengan memperhatikan komponen-komponen pendukung harga jual, serta melakukan kegiatan-kegiatan untuk menambah nilai produk sebagai upaya untuk meningkatkan reputasi perusahaan serta kepuasan pelanggan yang berujung pada peningkatan loyalitas pelanggan / This study aims to determine the role of customer relationship management and company reputation on customer loyalty mediated by customer satisfaction at PT. PROFLUID, an electronic equipment distributor company with the Baker Hughes Bently Nevada brand engaged in the oil and gas, petrochemical and power generation sectors. The population is all companies using PT Profluid's products and services, and the sample is 162 companies using Baker Hughes Bently Nevada PT Profuid products and services. The sampling technique used is purposive sampling. Collecting data by interviewing and distributing structured questionnaires via google form. Hypothesis testing is carried out with the help of the SEM (Structural Equation Modeling) application program which is operated through SmartPLS 3.0 Software. The results of the study show that customer relationship management and company reputation have a positive and significant impact on customer satisfaction. Customer Satisfaction also has a positive and significant influence on Customer Loyalty. In addition, Customer Satisfaction mediates the relationship between Customer Relationship Management and Company Reputation with Customer Loyalty. Therefore, this study suggests companies to continue to build closer relationships with customers, evaluate prices by taking into account the components supporting the selling price, and carry out activities to add product value as an effort to improve the company's reputation and customer satisfaction which ends in increase in customer loyalty.

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