PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN STARBUCKS DI SURABAYA

Felicia Chandra(1*), Benny Wibisono(2), Fransisca Andreani(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship
Management (CRM) terhadap loyalitas pelanggan Starbucks Coffee di Surabaya. Variabel
CRM terdiri dari financial benefits, social benefits, dan structural ties. Penelitian ini
menggunakan teknik regresi linear berganda. Sampel yang diteliti sebanyak 150 responden
dengan menggunakan metode purposive sampling. Hasil penelitian menyatakan bahwa
financial benefit dan structural tie berpengaruh positif dan signifikan terhadap loyalitas
pelanggan, sedangkan social benefit berpengaruh positif terhadap loyalitas pelanggan, tetapi
tidak signifikan. Variabel yang berpengaruh paling dominan terhadap loyalitas pelanggan
Starbucks Coffee di Surabaya adalah financial benefit.


Abstract: The study is to find the influence of Customer Relationship Management (CRM)
on customer loyalty of Starbucks Coffee Surabaya. CRM variables include financial benefits,
social benefits and structural ties. Multiple linear regression is used with 150 respondents
using purposive sampling. The results show that financial benefits and structural ties have
positive and significant influences on customer loyalty; whereas, social benefits has positive
but insignificant influence on customer loyalty. The most dominant variable influencing
customer loyalty in Starbucks Coffee Surabaya is financial benefits.


Keywords


Customer Relationship Management, financial benefits, social benefits, structural ties, Loyalitas Pelanggan

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