PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS YANG DI MEDIASI OLEH KEPUASAN PENUMPANG KERETA API KAI DI KOTA PADANG

Bulkiah, Amindih and Reni, Yuliviona (2023) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS YANG DI MEDIASI OLEH KEPUASAN PENUMPANG KERETA API KAI DI KOTA PADANG. Diploma thesis, Universitas Bung Hatta.

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Abstract

PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS YANG DI MEDIASI OLEH KEPUASAN PENUMPANG KERETA API KAI DI KOTA PADANG Bulkiah Amindih1, Reni Yuliviona1 Prodi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Bung Hatta Email: bulqiahamindi@gmail.com, reniyuliviona@bunghatta.ac.id Abstrak: Penelitian ini dengan tujuan guna mengetahui serta melakukan analisis pengaruh customer relationship management terhadap loyalitas dengan kepuasan selaku variabel mediasi pada Kereta Api KAI di kota Padang. Penelitian ini yakni penelitian kuantitatif serta menerapkan data primer yang didapatkan dari kuisioner. Populasi penelitian ini yakni semua penumpang kereta api yang menggunakan layanan transportasi kereta api KAI di kota Padang yang sudah dinyatakan dengan pasti jumlahnya. Teknik pengambilan sampel yakni purposive sampling dengan total sampel yakni 229 responden. Metode analisis data menerapkan Partia Least Square (PLS). Hasil dari penelitian ini menerangkan bahwasanya customer relationship management membawa pengaruh positif terhadap loyalitas Kereta Api KAI di kota Padang, bahwasanya customer relationship management membawa pengaruh positif terhadap kepuasan Kereta Api KAI di kota Padang, bahwasanya customer relationship management membawa pengaruh positif terhadap loyalitas dengan kepuasan selaku variable mediasi pada Kereta Api KAI di kota Padang. Kata Kunci: Customer relationship management,kepuasan dan loyalitas Abstract: This study aims to determine and analyze the effect of customer relationship management on loyalty with satisfaction as a mediating variable on KAI Trains in the city of Padang. This research is a quantitative research and uses primary data obtained from questionnaires. The population of this study is all train passengers who use KAI's rail transportation services in the city of Padang whose number is known with certainty. The sampling technique was purposive sampling with a total sample of 229 respondents. The data analysis method uses Partia Least Square (PLS). The results of this study indicate that customer relationship management has a positive effect on the loyalty of the KAI Railways in the city of Padang, that customer relationship management has a positive effect on the satisfaction of the KAI Railways in the city of Padang, that customer relationship management has a positive effect on loyalty with satisfaction as a mediating variable on the Train KAI fire in the city of Padang. Keywords: Customer relationship management, satisfaction and loyalty

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