Pengaruh Customer Relationship Management Dan Kepuasan Terhadap Loyalitas Anggota

(Studi Pada BUMDes se-Kecamatan Penebel, Tabanan)

  • I Wayan Suartina Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
  • Anak Agung Ngurah Sadiartha Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia, Bali
  • Ni Nyoman Rahayu Diantari Ady Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia, Bali
Keywords: Customer Relationship Management, member satisfaction, member loyalty

Abstract

The purpose of this study was to determine the effect of customer relationship management on member satisfaction, the effect of member satisfaction on member loyalty, the effect of customer relationship management on member loyalty, and the influence of customer relationship management on loyalty which is influenced by member satisfaction. This research was conducted at Village-Owned Enterprises (BUMDes) throughout Penebel District, Tabanan, Bali with a sample of 100 people who were determined using the Slovin method and the determination of the sample using incidental sampling. Testing instruments and analysis tools include validity test, reliability test, and path analysis accompanied by Sobell test. Based on the results of the path analysis test, it was found that customer relationship management has a positive and significant effect on member satisfaction, member satisfaction has a positive and significant effect on member loyalty, customer relationship management has a positive and significant effect on member loyalty and based on the results of the Sobell test, member satisfaction has been proven. mediating the relationship between the influence of customer relationship management on member loyalty is seen from the value of Z-score (4.84)> Z-table (1.66). Suggestions given in this study are BUMDes in Penebel District are suggested to further improve customer relationship management strategies to increase member satisfaction and loyalty from members.

References

Angga, Dwi Permadi, 2013. Pengaruh Penerapan Sistem Akuntansi Keuangan Pemda terhadap Kualitas Laporan Keuangan Pemerintah Daerah, Bandung.
Arikunto, S.2006. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
, S. 2013. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
Barnes, James G. 2003. Secrets of Customer Relationship Management. Alih Bahasa: Andreas Winardi. Yogyakarta: Andi
Banker, et al. 2002. Research Metohod in Clinical Psychology. Jhon Wiley & Sons Ltd. England
Buchari, Alma. 2004. Manajemen Pemasaran dan Pemasaran Jasa. Edisi Revisi, Bandung: CV. Alfabeta
Buttle, Francis. 2007. Customer Relationship Management: Manajemen Hubungan Pelanggan Concept and Tools, penerjemah : Arief Subiyanto, Jakarta: PT. Bayumedia
Dinas Pemberdayaan Masyarakat dan Desa Kabupaten Tabanan 2019. Data Badan Usaha Milik Desa (BUMDES)/ BUMADES Periode 19 Sep 2019
Downey, David. 2002, Manajemen Agribisnis, Buku Keempat Erlangga, Jakarta.
Ega Riantama. 2018. Pengaruh CRM (Customer Relationship Marketing) Terhadap Loyalitas Nasabah Melalui Mediasi Kepuasan Nasabah Pada PT. Sun Life Financial Indonesia di Kuta Selatan. Skripsi Sarjana Jurusan Manajemen Universitas Hindu Indonesia.
Indah Parwati. 2017. Peran Customer Relationship Management (CRM) Memediasi Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Pada Pt. Orindo Alam Ayu (Oriflame) Cabang Denpasar. Skripsi Sarjana Jurusan Manajemen Universitas Hindu Indonesia.
Griffin, Jill. 2005. Customer Loyalty: Menumbuhkan dan Mepertahankan Kesetiaan Pelanggan. Jakarta : Penerbit Erlangga.
Hair, et al,2010. Multivariate Data Analysis With Readings, Eanglewoods Cliffs, NJ : Prentice Hall Inc.
Hasan, Ali. 2013. Marketing dan Kasus-kasus Pilihan. Yogyakarta: CAPS.
Khairil, Aswan. (2013). Pengaruh Kepuasan Nasabah Atas Dimensi Kualitas Pelayanan Terhadap Loyalitas Nasabah Tabungan Sikoci Pada Bank Nagari Cabang Lubuk Sikaping. Jurnal Manajemen. Vol.2.No1. Fakultas Ekonomi Universitas Negeri Padang.
Kotler, Philip. Manajemen Pemasaran : Analisa Perencanaan, Implementasi dan Kontrol, Edisi Milenium. PT. Prenhalindo, Jakarta, 2002, Hal.38.
, Philip, 2003, Manajemen Pemasaran, Edisi Milenium 2, Prenhallindo, Jakarta.
, Philip dan Amstrong, 2004. Dasar-dasar Pemasaran. Edisi kesembilan. Jakarta: PT. Indeks
, Philip dan Keller. 2007. Manajemen Pemasaran. Jilid I. PT. Indeks. Jakarta
, Philip dan Kevin Lane Keller. 2009. Manajemen Pemasaran. Edisi ke-13. Jakarta: Erlangga.
Rindang Imega Nanda Pertiwi dan Amin Taufiq Kurniawa, (2016) Analisis Pendekatan Customer Relationship Management Dalam Upaya Membangun Loyalitas Pengguna Di UPT Perpustakaan Muhammadiyah Surakarta.
Peppers, Don and Martha Rogers, 2004. Managing Customer Relationship: a Strategic Framework. New Jersey: Jhon Wiley & Sons, Inc.
Putri dan Purnami, 2019. Peran Kepuasan Memediasi Customer Relationship Management Terhadap Loyalitas Nasabah Bank Mega Cabang Sunset Road Kuta.
Riduwan dan Kuncoro, 2014. Cara Menggunakan dan Memakai Analisis Jalur (Path Analysis), Bandung: CV. Alfabeta.
Rudy Suryanto, SE., M.Acc., AK., CA, 2018. Peta Jalan BUMDES SUKSES, Yogyakarta: PT. Syncore Indonesia.
Sugiyono. 2003. Metode Penelitian Bisnis. Edisi I, Bandung: Alfabeta.
Storbacka, Kaj dan Jarmo R. Lehtinen, 2001. Customer Relationship Management: Creating Competitive Advantage Through Win-win Relationship Strategies. McGraw-Hill. Singapore
Tjiptono, F, Gregorius, C dan andriana, d.2010. Pemasaran Strategik. Yogyakarta: Andi
, Fandy, 2002. Manajemen Jasa. Edisi II, Andi Offset, Yogyakarta
, 2008. Total Quality Service. Penerbit ANDI. Yogyakarta.
Victor, Christian dkk. (2015). Pengaruh Customer Relationship Management dan Kepercayaan Terhadap Kepuasan Serta Dampaknya Terhadap Loyalitas Konsumen PT. Bank BCA TBK. Di Manado
Zeithalm, Valarrie A., Mary Jo Bitner D. Gremler (2006). Service Marketing. Integrating Stomer Focus Across The Firm, 4th Edition,m International Edition. Singapore: McGraw-Hill.
Published
2020-08-18
How to Cite
Suartina, I. W., Sadiartha, A. A. N., & Ady, N. N. R. D. (2020). Pengaruh Customer Relationship Management Dan Kepuasan Terhadap Loyalitas Anggota. WIDYA MANAJEMEN, 2(2), 88-99. https://doi.org/10.32795/widyamanajemen.v2i2.910