Pengaruh Customer Relationship Management dan Persepsi Harga terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan
DOI:
https://doi.org/10.31949/entrepreneur.v5i2.9627Abstrak
Tujuan penelitian ini untuk menganalisis pengaruh Customer Relationship Management dan persepsi harga terhadap loyalitas pelanggan melalui kepuasan pelanggan. Penelitian ini melibatkan pelanggan dengan kriteria lebih dari 1 kunjungan. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 150 responden, dengan menggunakan metode purposive sampling. Analisis data dilakukan menggunakan SmartPLS 3.2 dengan struktural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Customer Relationship Management berpengaruh signifikan terhadap kepuasan pelanggan, Customer Relationship Management berpengaruh signifikan terhadap loyalitas pelanggan, persepsi harga berpengaruh signifikan terhadap kepuasan pelanggan, persepsi harga berpengaruh signifikan terhadap loyalitas pelanggan, dan kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan.
Kata Kunci:
customer relationship management, price perception, Customer Satisfaction, Customer LoyaltyUnduhan
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