S PEM 0906729 Abstract

(1)

Gemma Sallam Graesita, 2014

Pengaruh Program Customer Relationship Management Terhadap Customer Depedency

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

i

ABSTRAK

Gemma Sallam Graesita (0906729), “Pengaruh Program

Customer

Relationship Management

terhadap

Customer Dependency

Survey pada

Pemegang Kartu Ace Rewards di Ac

e Hardware Istana Plaza Bandung”,

dibawah bimbingan Heny Hendrayati, S.IP. MM

Persaingan bisnis ritel khususnya

specialty store

semakin kompetitif

dengan munculnya beberapa ritel baru di bidang ini. Hal ini mengakibatkan

munculnya permasalahan yaitu menurunnya tingkat

customer dependency

di Ace

Hardware Istana Plaza Bandung. Permasalahan dalam penelitian ini adalah

bangaimana meningkatkan customer dependency di Ace Hardware dengan

melaksanakan program

customer relationship management

(CRM), yang terdiri

dari

continuity marketing

,

one to one marketing

, dan

partnering/co-marketing

.

Penelitian ini bertujuan untuk mengetahui gambaran pelaksanaan program

CRM dan

customer dependency

serta pengaruh dari program CRM terhadap

customer dependency

menurut persepsi pelanggan pemegang kartu Ace Rewards

di Ace Hardware Istana Plaza Bandung.

Penelitian ini menggunakan metode deskriptif dan verifikatif dengan

jumlah sampel sebanyak 100 orang responden pelanggan pemegang kartu Ace

Rewards di Istana Plaza Bandung. Teknik analisis yang digunakan adalah

koefisien korelasi dan analisis regresi linear sederhana.

Hasil penelitian menunjukan bahwa program CRM dan

customer

dependency

berada pada kategori cukup tinggi. Hasil perhitungan korelasi sebesar

0,695 artinya terdapat hubungan yang cukup tinggi antara program CRM dengan

customer dependency

. Hasil perhitungan analisis regresi linear sederhana

menunjukan adanya pengaruh antara program CRM terhadap

customer

dependency

adalah sebesar 48,3% sedangkan sisanya 51,7% dipengaruhi oleh

faktor lain yang tidak diteliti.

Berdasarkan hasil penelitian mengenai program CRM dan

customer

dependency,

peneliti menyarankan kepada pihak Ace Hardware untuk

memperbaiki dan melaksanakan program CRM khususnya program

one to one

marketing

lebih baik lagi sehingga dapat meningkatkan

customer dependency

di

Ace Hardware Istana Plaza Bandung.

(2)

Gemma Sallam Graesita, 2014

Pengaruh Program Customer Relationship Management Terhadap Customer Depedency

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

ii

ABSTRACT

Gemma Sallam Graesita (0906729), “

The Influence of Customer Relationship

Management Program to Customer Dependency Survey to Ace Rewards Card

Members

Ace Hardware Istana Plaza Bandung”,

under guidance of Heny

Hendrayati, S.IP. MM

The atmosphere of the competition for the specialty store became more

and more intense with the arrival of the new comers. Thus leads to the decreasing

of customer dependency in Ace Hardware Istana Plaza Bandung. This study is

concerning to increase the customer dependency in Ace Hardware by executing

the customer relationship management (CRM) program, which consist of i

continuity marketing, one to one marketing, and partnering/co-marketing.

The objective of this study is to describe the execution of CRM program

and customer dependency as well as the influence of CRM program to customer

dependency based on the perception of Ace Rewards Card members in Ace

Hardware Istana Plaza Bandung.

This study employs the descriptive and verificative methods with 100

respondents from Ace Rewards Card members in Ace Hardware Istana Plaza

Bandung. The analytical technique of this study are correlation coefficient and

simple regression analysis.

The result shows that CRM program and customer dependency and in the

fairly high category. The correlation calculation shows 0.695 means that there is