PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBENTUK LOYALITAS MEMBER GOLF CLUB BANDUNG GIRI GAHANA GOLF AND RESORT

Neni susilawati, - (2012) PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBENTUK LOYALITAS MEMBER GOLF CLUB BANDUNG GIRI GAHANA GOLF AND RESORT. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Wisata olah raga merupakan salah satu jenis kegiatan wisata yang perkembangannya cukup pesat di Indonesia. Jenis kegiatan wisata yang masuk dalam kategori kegiatan wisata olah raga misalnya; arum jeram, paralayang, Ski air, memancing, renang, bilyard, golf dan lain-lain. Wisata olah raga dalam dunia pariwisata sedang mengalami perkembangan yang baik terutama wisata olah raga golf. BGG merupakan salah satu wisata golf yang bersaing dalam mempertahanan customer. Sesuai dengan visi yang dimiliki BGG yaitu menjadikan BGG golf dan resort sebagai tempat olah raga dan peristirahatan yang nyaman dengan pelayanan yang memuaskan, sehingga menjadi pilihan utama bagi tamu khususnya penggemar golf di Indonesia. Pada tahun 2010 wisatawan yang merupakan member di BGG mengalami penurunan sebanyak 334 round atau sebesar 2%. Penurunan jumlah member tersebut menunjukkan adanya indikasi loyalitas yang menurun sehingga berpengaruh pada pendapatan BGG. Berkaitan dengan hal tersebut maka dilakukan penelitian mengenai Program Customer Relationship Management dalam membentuk loyalitas member golf club di bandung giri gahana golf and resort. Masalah yang diteliti dalam penelitian ini adalah bagaimana gambaran mengenai Program Customer Relationship Management dalam membentuk loyalitas member golf club di Bandung Giri Gahana Golf And Resort, dan bagaimana pengaruh Program customer relationship management dalam membentuk loyalitas member golf club di Bandung Giri Gahana Golf And Resort. Jenis penelitian ini adalah deskriptif dan verifikatif, karena itu metode yang digunakan adalah metode explanatory survey dengan menggunakan skala ordinal. Teknik analisis yang digunakan dalam penelitian ini adalah analisis jalur (path analysis), dengan teknik pengambilan sampel Stratified Random Sampling melalui pendekatan Cross Sectional Method, yaitu sampel yang diambil dari keseluruhan populasi sebanyak 100 member. Hasil pengujian hipotesis menunjukkan bahwa program customer relationship management yang terdiri dari continuity marketing, one to one marketing, memiliki pengaruh langsung dan tidak langsung terhadap loyalitas member golf club di BGG sebesar 56,34% sedangkan sisanya sebesar 43,66% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Berdasarkan analisis deskriptif dimensi dari Customer Relationship Management yang mendapatkan penilaian tinggi kerendah adalah Continuity Marketing, One to One Marketing. ;--- Sport tourism is one of the tourism activities that progress rapdly in Indonesia. Types oftourist activities that fall into the category of sport torism activities eg rafting, paragliding, water skiing, fishing, swimming, billiards, golf and other. Sports tourism in the world of tourism is experiencing good growth especially golf tour. BGG is a competitive golf in maintaining customer.in accordance with the BGG vision of making the BGG Golf and Resort as a gum andcozy retreat with satisfactory service, making it the top choice for golf enthusiasts especially are in Indonesian. In 2010 tourist which is a member of BGG decreases by 334 round or 2%.. decrease the number of members is an indication that loyalty decreases so that the effect on revenues BGG. In this regard it is done research on Customer Relationship Management Program in Estabilishing Loyalty Members Golf Club Bandung GFiri Gahana Golf and Resort. Issues examined in this study is how the idea of Customer Relationship Management Program, how the image of the loyalty members golf club in BGG, and the influences of customer relationship management program in estabilishing loyalty members golf club BGG. This research is descriptive and verification, because the method used is explanatory survey method using ordinal scale. Analytical techniques used in this research is the analysis of the path (path analysis), with the sampling technique using stratified random sampling with a cross sectional method, the samples taken from the entire population of as many as 100 members. The result of hypothesis testing showed that CRM program consisting of continuity marketing, one to one marketing, has a direct an indirect impact on loyalty member golf club in BGG at 56,34% while the remaining 43.66% influenced by other factors not examined in this study. Based on the descriptive analysis of the dimensions of customer relationship management to get high to low appraisal is continuity marketing, one to one marketing.

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Additional Information: No Panggil : S_MPP_053725_NEN p-2012 ; Pembimbin : I vanessa Saffar , II Dewi Pancawati Nim : 053725.
Uncontrolled Keywords: Customer Relationship Management, Loyalitas ; Customer Relationship Management, Loyalty
Subjects: J Political Science > JF Political institutions (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Dini
Date Deposited: 24 Feb 2020 08:37
Last Modified: 24 Feb 2020 08:37
URI: http://repository.upi.edu/id/eprint/46897

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