Analisa Pengaruh Customer Relationship Management Terhadap Keunggulan Bersaing Dan Kinerja Perusahaan

Dewi Purnama Indah(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh signifikan antara Customer Relationship Management (CRM) terhadap keunggulan bersaing dan kinerja perusahaan. Variabel CRM diukur dari tiga indikator, yaitu pemasaran berkelanjutan, pemasaran individual, dan program kemitraan. Variabel keunggulan bersaing diukur dari lima indikator, yaitu harga, kualitas, delivery dependability, inovasi produk, dan time to market. Sedangkan variabel kinerja perusahaan akan diukur dari dua indikator, yaitu kinerja keuangan dan kinerja operasional. Sampel yang digunakan dalam penelitian ini berjumlah 98 responden yang merupakan manajer yang bekerja pada perusahaan jasa yang menerapkan CRM dan telah memiliki pengalaman minimal 1 tahun. Hipotesa dalam penelitian ini akan diuji dengan menggunakan Partial Least Square. Hasil penelitian menunjukkan bahwa CRM memiliki pengaruh signifikan terhadap keunggulan bersaing dan kinerja perusahaan.


Keywords


Customer Relationship Management, Keunggulan Bersaing, Kinerja Perusahaan

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References


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