PENGARUH PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN BISNIS HOTEL XYZ BANDUNG

Farhan, Naufal (2018) PENGARUH PROGRAM CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN BISNIS HOTEL XYZ BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Seiring berkembangnya industri pariwisata, maka bermunculan Biro perjalanan wisata untuk
menunjang kegiatan kepariwisataan. Biro perjalanan wisata atau travel agent ini kerap juga perlu
melakukan kontrak kerjasama dengan pihak hotel. Hotel XYZ perlu membangun kerjasama
dengan biro perjalanan wisata atau travel agent dan juga membangun loyalitas dari pelanggan
bisnis dari travel agent melalui program customer relationship management. Penelitian ini
bertujuan untuk mengetahui gambaran customer relationship management dan loyalitas
pelanggan bisnis. Dan untuk mengetahui apakah terdapat pengaruh program customer
relationship management terhadap loyalitas pelanggan bisnis hotel XYZ Bandung. Metode yang
digunakan dalam penelitian ini adalah deskriptif dan verifikatif, dengan jumlah sampel 47 travel
agent. Teknik analisis yang digunakan adalah uji normalitas, analisis korelasi, analisis regresi
linier sederhana dan uji hipotesis menggunakan uji T dengan menggunakan software SPSS. Hasil
penelitian menunjukan bahwa customer relationship management dan loyalitas pelanggan bisnis
pada hotel XYZ Bandung berada pada kategori tinggi. Hasil perhitungan korelasi, variabel
customer relationship management memiliki hubungan yang positif dengan klasifikasi tinggi
dengan loyalitas pelanggan bisnis. Hasil yang diperoleh dalam penelitian menyatakan bahwa
program customer relationship management mempengaruhi loyalitas pelanggan bisnis. Dari hasil
terhadap pengujian hipotesis dapat diketahui bahwa program customer relationship management
memiliki pengaruh yang positif terhadap loyalitas pelanggan bisnis.;--- Along with the development of the tourism industry, tourism travel agencies have emerged to
support tourism activities. Travel agents often also need to enter into contracts with the hotel.
Hotel XYZ needs to build partnerships with travel agents and also build loyalty from business
customers from travel agents through customer relationship management programs. This study
aims to find out customer relationship management and business customer loyalty. And to find
out whether there is an influence of the customer relationship management program on the
loyalty of XYZ Bandung hotel business customers. The method used in this study is descriptive
and verification, with a sample of 47 travel agents. The analysis technique used is normality test,
correlation analysis, simple linear regression analysis and hypothesis testing using T test using
SPSS software. The results showed that customer relationship management and business
customer loyalty at XYZ Bandung hotels were in the high category. The results of correlation
calculations, customer relationship management variables have a positive relationship with high
classification with business customer loyalty. The results obtained in the study stated that
customer relationship management programs affect business customer loyalty. From the results
of hypothesis testing it can be seen that the customer relationship management program has a
positive influence on business customer loyalty.

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Item Type:	Thesis (S1)
Additional Information:	No. Panggil: S PEM FAR p-2018 Pembimbing: I. Vanessa Gaffar, II. Mokh. Adib S. NIM: 1405983
Uncontrolled Keywords:	Customer Relationship Management, Customer Loyalty, Hotel;--- Customer Relationship Management, Customer Loyalty, Hotel
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Eva Rufaida Rahman
Date Deposited:	13 Feb 2020 09:04
Last Modified:	13 Feb 2020 09:04
URI:	http://repository.upi.edu/id/eprint/37841

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