PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT DALAM UPAYA MENINGKATKAN LOYALITAS TAMU HOTEL SWEET KARINA BANDUNG : Sensus Pada Tamu Member Hotel Sweet Karina Bandung

Pratiwi, Indrias Putri (2016) PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT DALAM UPAYA MENINGKATKAN LOYALITAS TAMU HOTEL SWEET KARINA BANDUNG : Sensus Pada Tamu Member Hotel Sweet Karina Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Bandung merupakan kota yang yang berpotensi besar untuk industri kepariwisataan termasuk industri perhotelan. Hal ini dibuktikan dengan kenaikan jumlah hotel di Kota Bandung setiap tahunnya. Semakin banyak pilihan hotel dengan pelayanan lebih baik di Bandung menjadi ancaman tersendiri bagi Hotel Sweet Karina, karena peluang tamu datang kembali ke Hotel Sweet Karina akan semakin kecil, dan mengakibatkan loyalitas tamu Hotel Sweet Karina menurun. Salah satu upaya untuk tetap ada di industri ini salah satunya dengan mempertahankan tamu, yaitu melakukan program customer relationship management sebagai upaya meningkatkan loyalitas tamu Hotel Sweet Karina. Variabel independent dalam penelitian ini yaitu customer relationship management. Teknik pengumpulan data dilakukan melalui kuesioner. Jenis penelitian ini bersifat deskriptif dan verifikatif yaitu pengujian hipotesis dengan teknik analisis regresi linier berganda. Metode survey yang digunakan explanatory survey. Sampel dalam penelitian ini menggunakan sampel jenuh sebanyak 105 yaitu member Hotel Sweet Karina. Teknik analisis data yang digunakan yaitu regresi berganda dengan menggunakan software computer SPSS 20 for windows. hasil penelitian diketahui bahwa customer relationship management memiliki pengaruh yang signifikan terhadap loyalitas tamu Hotel Sweet Karina.

Kata Kunci: Customer Relationship Management, Loyalitas Pelanggan.

Bandung is one of the potential city for tourism industry, including hotel industry. It proved by increasing so many hotels building in Bandung every years. That phenomenon is become a threat for Hotel Sweet Karina, because the customer will be choose another hotels with a better service, and its absolutely will make a customer loyalty go down. One of strategy to keep in the industry is by program customer relationship management to increasing a customer loyalty in Hotel Sweet Karina. Independent variable in this research is customer relationship. the researh data is taken by using questionare. This research is descriptive and verificative. Survey method used is explanatory survey. Sample in this research is 105 respondents consist of customer member in Hotel Sweet Karina Bandung. This research use regression data analysis. With spss 20.0 computer software for windows. The result of this research shows that customer relationship management has significant influence towards customer loyalty in Hotel Sweet Karina.

Keyword: Customer Relationship Management, Customer Loyalty

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Item Type:	Thesis (S1)
Additional Information:	No. Panggil : S MPP PRA p-2016; Pembimbing : I. Heny Hendrayati, II. Dewi Pancawati N.
Uncontrolled Keywords:	Customer Relationship Management, Loyalitas Pelanggan.
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User:	Mrs. Neni Sumarni
Date Deposited:	14 Feb 2017 01:43
Last Modified:	14 Feb 2017 01:43
URI:	http://repository.upi.edu/id/eprint/22879

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