SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2019

Ukuran Huruf:  Kecil  Sedang  Besar

PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (STUDI KASUS NASABAH ASURANSI BUMIPUTERA KANTOR CABANG CELAKET MALANG)

Maharani Santri

Abstrak


ABSTRAK

Maharani, Santri. 2019. Pengaruh Customer Relationship Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan–Studi pada Asuransi Jiwa Bersama Bumiputera Cabang Celaket Malang.Skripsi, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Pembimbing: Dr. AniekIndrawati, S.Si., M.M.

 

Kata Kunci: Customer Relationship Marketing, KepuasanPelanggan, LoyalitasPelanggan

Dahulu manusia hanya ingin memenuhi kebutuhan pokok saja. Namun kini kebutuhan manusia meningkat sejalan dengan perkembangan zaman. Seperti halnya untuk kebutuhan yang belum pasti di masa mendatang. Untuk memenuhi kebutuhan yang belum pasti di masa depan maka manusia memerlukan asuransi. Dalam mempertahankan posisinya, pelaku usaha asuransi dituntut untuk memiliki customer relationship marketing untuk mempertahankan pelanggan agar tidak beralih pada asuransi yang lain. Hal tersebut dapat terjadi jika pelaku usaha dapat memenuhi harapan pelanggan. Dengan terpenuhinya harapan pelanggan membuat pelanggan akan melakukan pembelian ulang pada jangka waktu yang lama serta akan menjadi pelanggan yang loyal terhadap produk tersebut. Tujuan dalam penelitian ini antara lain untuk mengetahui:

(1) Deskripsi pengaruh customer relationship marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan;

(2) Besarnya pengaruh langsung kepuasan pelanggan terhadap loyalitas pelanggan;

(3) Besarnya pengaruh langsung dan tidak langsung customer relationship marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan.

Pendekatan penelitian yang digunakan adalah kuantitatif dengan jenis penelitian deskriptif dan eksplanatori. Populasi dalam penelitian ini adalah pelanggan Asuransi Jiwa Bersama Bumiputera yang telah berkunjung minimal tiga kali sebanyak 76 responden dengan sampel sebanyak 64 responden. Teknik sampling menggunakan purposive sampling dan teknik analisis data menggunakan analisis jalur.

Hasil uji analisis jalur menunjukkan bahwa:

(1) Terdapat pengaruh positif dan signifikan antara customer relationship marketing terhadap kepuasan pelanggan;

(2) Terdapat pengaruh positif dan signifikan antara customer relationship marketing terhadap loyalitas pelanggan;

(3) Terdapat pengaruh positif dan signifikan antara kepuasan pelanggan terhadap loyalitas pelanggan;

(4) Tidak terdapat pengaruh secara tidak langsung antara variabel customer relationship marketng terhadap loyalitas pelanggan melalui kepuasanpelanggan.

Berdasarkan hasil penelitian yang didapatkan maka peneliti memberikan saran yaitu:

(1)Menjaga hubungan baik dengan nasabah;

(2) Melakukan pendekatan langsung kenasabah dan melakukan peningatan kualitas pelayanan dan produk;

(3) Penelitian selanjutnya diharapkan menggunakan variabel lain yang mempengaruhi kepuasan pelanggan.

 

ABSTRACT

Maharani, Santri. 2019. Effects of Customer Marketing Relationship on Customer Loyalty through Customer Satisfaction - Study of AsuransiJiwaBersamaBumiputera Malang Celaket Branch. Thesis, Department of Management, Faculty of Economics, UniversitasNegeri Malang. Advisor: Dr. AniekIndrawati, S.Si., M.M.

 

Keywords: Customer Relationship Marketing, Customer Satisfaction, Customer Loyalty

In the past, humans only wanted to fulfill basic needs. But now human needs are increasing in line with the times. As for the needs that are uncertain in the future. To meet needs that are uncertain in the future, humans need insurance. In maintaining its position, insurance businesses are required to have customer relationship marketing to keep customers from switching to other insurance. This can occur if business actors can meet customer expectations. With the fulfillment of customer expectations make customers will make repeat purchases for a long period of time and will become loyal customers of these products.

The objectives of this study include:

(1) Description of the effect of customer relationship marketing on customer loyalty through customer satisfaction;

(2) The magnitude of the direct influence of customer satisfaction on customer loyalty;

(3) The amount of direct and indirect customer relationship marketing influence on loyalty customers through customer satisfaction.

The type of research used is a type of quantitative research with descriptive and explanatory types of research. The population in this study is the Bumiputera Joint Life Insurance customers who have visited at least three times as many as 76 respondents so that the population used is finite. The samples obtained in this study were 64 respondents. The sampling technique in this study used purposive sampling. While the data analysis techniques used are path analysis.

The path analysis test results show that:

(1) There is a positive and significant influence between customer relationship marketing on customer satisfaction;

(2) There is a positive and significant influence between customer relationship marketing on customer loyalty;

(3) There is a positive and significant influence between customer satisfaction to customer loyalty;

(4) There is no indirect effect between the variable customer relationship market on customer loyalty through customer satisfaction.

Based on the results of the research obtained, the researcher gives suggestions, namely:

(1) Maintaining good relations with customers;

(2) Approach directly to customers and make reminders of service quality and products;

 

(3) further research is expected to use other variables that affect customer satisfaction.