PENGARUH E-CRM DAN E-SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER EXPERIENCE PADA PENGGUNA APLIKASI MYBLUEBIRD

Velisa Stevannie, - and Btari Mariska Purwaamijaya, - (2025) PENGARUH E-CRM DAN E-SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER EXPERIENCE PADA PENGGUNA APLIKASI MYBLUEBIRD. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pertumbuhan pesat industri transportasi online di Indonesia menimbulkan tantangan besar bagi perusahaan untuk mempertahankan loyalitas pelanggan, terutama di tengah persaingan ketat dengan layanan serupa seperti Gojek dan Grab. Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Customer Relationship Management (E-CRM) dan kualitas layanan elektronik (e-service quality) terhadap loyalitas pelanggan (customer loyalty), dengan pengalaman pengguna (customer experience) sebagai variabel mediasi, dalam konteks penggunaan aplikasi MyBluebird milik PT Blue Bird Tbk. Pendekatan penelitian yang digunakan adalah kuantitatif dengan jenis penelitian kausal. Data diperoleh melalui penyebaran kuesioner online kepada 228 responden yang merupakan pengguna aktif aplikasi MyBluebird. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa E-CRM dan e-service quality memiliki pengaruh positif dan signifikan terhadap customer loyalty baik secara langsung maupun tidak langsung melalui customer experience. Selain itu, customer experience terbukti memiliki pengaruh positif terhadap customer loyalty, sekaligus memediasi hubungan antara E-CRM dan e-service quality terhadap customer loyalty. Temuan ini mempertegas bahwa pengalaman pelanggan yang positif merupakan faktor krusial dalam membentuk loyalitas di era digital. Penelitian ini memberikan kontribusi teoretis dalam memperluas kajian loyalitas pelanggan dalam konteks transportasi online serta memberikan rekomendasi praktis bagi PT Blue Bird Tbk untuk meningkatkan strategi E-CRM dan kualitas layanan digital melalui penciptaan pengalaman pengguna yang lebih personal, aman, dan memuaskan. The rapid growth of the online transportation industry in Indonesia presents significant challenges for companies in maintaining customer loyalty, especially amid intense competition from similar services such as Gojek and Grab. This study aims to analyze the influence of Electronic Customer Relationship Management (E-CRM) and e-service quality on customer loyalty, with customer experience as a mediating variable, in the context of using the MyBluebird application by PT Blue Bird Tbk. The research approach used is quantitative with a causal research design. Data was collected through an online questionnaire distributed to 228 respondents who are active users of the MyBluebird application. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software. The results of the study indicate that both E-CRM and e-service quality have a positive and significant influence on customer loyalty, both directly and indirectly through customer experience. Furthermore, customer experience has been proven to have a positive impact on customer loyalty, while also mediating the relationship between E-CRM and e-service quality on customer loyalty. These findings emphasize that a positive customer experience is a crucial factor in shaping loyalty in the digital era. This study contributes theoretically by expanding the literature on customer loyalty in the context of online transportation and provides practical recommendations for PT Blue Bird Tbk to enhance its E-CRM strategies and digital service quality by creating more personalized, secure, and satisfying user experiences.

	Text S_BIDI_2103100_Title.pdf Download (1MB)
	Text S_BIDI_2103100_Chapter 1.pdf Download (827kB)
	Text S_BIDI_2103100_Chapter 2.pdf Restricted to Staf Perpustakaan Download (1MB)
	Text S_BIDI_2103100_Chapter 3.pdf Download (1MB)
	Text S_BIDI_2103100_Chapter 4.pdf Restricted to Staf Perpustakaan Download (2MB)
	Text S_BIDI_2103100_Chapter 5.pdf Download (347kB)
	Text S_BIDI_2103100_Appendix.pdf Restricted to Staf Perpustakaan Download (7MB)

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?user=0TYAyE8AAAAJ&hl=en&authuser=2 SINTA ID Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Rangga Gelar Guntara: 6738149
Uncontrolled Keywords:	E-CRM, e-service quality, customer experience, customer loyalty
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Velisa Stevannie
Date Deposited:	02 Sep 2025 08:51
Last Modified:	02 Sep 2025 08:51
URI:	http://repository.upi.edu/id/eprint/136058

Actions (login required)

View Item