(Studi pada PT Gatra Mega Berjangka)
Penulis: Lis Tiorini
Jurusan Manajemen Fakultas Ekonomi dan Bisnis
Universitas Narotama Surabaya
Email: listiorin@gmail.com
Abstrak: Agar dapat bertahan dalam persaingan ketat saat ini, customer relationship management (CRM) merupakan satu dari sekian banyak strategi yang diterapkan oleh banyak perusahaan. Penelitian ini bertujuan untuk mengetahui besarnya pengaruh CRM yang terdiri dari dimensi Proses, Manusia, dan Teknologi secara simultan maupun parsial terhadap Loyalitas Nasabah PT Gatra Mega Berjangka. Dalam hal ini, penerapan CRM diharapkan dapat meningkatkan loyalitas dan kepercayaan nasabah serta strategi PT Gatra Mega Berjangka agar dapat bertahan dalam persaingan dan melakukan ekspansi. Hasil penelitian ini menunjukkan bahwa masing-masing variabel dari CRM memiliki pengaruh signifikan terhadap loyalitas nasabah. Metode pengumpulan data menggunakan observasi, wawancara, dan kuesioner. Penentuan sampel menggunakan rumus Slovin dengan hasil sebanyak 100 sampel dari 150 populasi. Analisis dan pengujian hipotesis dilakukan dengan metode regresi linier berganda.
EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CUSTOMER LOYALTY FOREX TRADING FUTURES AT PT GATRA MEGA BERJANGKA
Abstract: Customer relationship management (CRM) is one of the many strategies employed by many companies, so that they can survive in the fierce competition today. The purpose of this study was to determine the influence of Customer Relationship Management (CRM), which consists of the dimensions Process, People and Technology simultaneously and also partially on Customer Loyalty PT Gatra Mega Berjangka. Implementation of CRM in this case is expected to increase the trust and loyalty of customers and strategies PT Gatra Mega Berjangka to be able to survive in the competition as well as its expansion plans. The results showed that each variable of Customer realtionship Management (CRM) has a significant impact on customer loyalty. Methods of data collection using observation, interviews, and questionnaires. The samples were done using the formula Slovin with the results of 100 samples from 150 population. Analysis and hypothesis testing was conducted using linear regression.