Pengaruh Customer Relationship Management dan Retensi Pelanggan terhadap Loyalitas Pelanggan Surya Swalayan Medan

Abstract

Tujuan dari penelitian ini untuk mengetahui pengaruh Customer Relationship Management dan Retensi Pelanggan terhadap Loyalitas Pelanggan Surya Swalayan sebanyak 2,073 mahasiswa. Teknik pengambilan sampel yang digunakan adalah teknik probability sampling dengan menggunkan rumus Slovin. Berdasarkan kriteria diperoleh 92 (sembilan puluh dua ) sampel. Jenis data yang digunakan dalam penelitian ini adalah kuantitatif dengan sumber data primer, dan teknik observasi serta penyebaran kuesioner. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan SPSS versi 27 hasil penelitian menunjukan secara parsian Customer Relationship Management berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Surya Swalayan H1 diterima. Dan Retensi Pelanggan berpengaruh terhadap Loyalitas Pelanggan Surya Swalayan H2 diterima. Hasil uji secara simultan menunjukan bahwa Customer Relationship Management dan Retensi Pelanggan berpengaruh terhadap Loyalitas Pelanggan Surya Swalayan , H3 diterima. Nilai R2 sebesar 78,5% Loyalitas Pelanggan (variabel terikat) dapat dijelaskan oleh variabel Customer Ralitionship Management dan Retensi Pelanggan. The purpose of this study was to determine the effect of Customer Relationship Management and Customer Retention on Customer Loyalty of Surya Swalayan as many as 2,073 students. The sampling technique used was the probability sampling technique using the Slovin formula. Based on the criteria, 92 (ninety-two) samples were obtained. The type of data used in this study is quantitative with primary data sources, and observation techniques and questionnaire distribution. The data analysis technique used was multiple linear regression analysis with the help of SPSS version 27. The results of the study showed that partially Customer Relationship Management had a positive and significant effect on Customer Loyalty of Surya Swalayan H1 was accepted. And Customer Retention had an effect on Customer Loyalty of Surya Swalayan H2 was accepted. The results of the simultaneous test showed that Customer Relationship Management and Customer Retention had an effect on Customer Loyalty of Surya Swalayan, H3 was accepted. The R2 value of 78.5% Customer Loyalty (dependent variable) can be explained by the variables Customer Ralitionship Management and Customer Retention.