Pengaruh Customer Relationship Marketing dan Kualitas Layanan Terhadap Kepuasan : Studi Konsumen McDonald’s Kediri
DOI:
https://doi.org/10.30737/ekonika.v5i2.1129Keywords:
Customer Relationship Management, Customer SatisfactionAbstract
McDonald's is a fast food restaurant that has a branch in Kediri. The restaurant currently has competitors that can reduce customer satisfaction. Therefore, the research conducted aims to determine the partial and simultaneous effects of using the independent variables Customer Relatioship Management and Service Quality and the dependent variable Customer Satisfaction. The sample used in this study was 93 respondents using the Slovin formula. Based on the results of the study, the characteristics of the dominant respondents at the age <20 years are female, the level of students whose income is <1 million in high school education and equivalent. Partially and simultaneously Customer Relationship Management and Service Quality, each of which has a significant influence on Customer Satisfaction.
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McDonald’s merupakan salah satu restoran cepat saji yang memiliki cabang di Kota Kediri. Restoran tersebut saat ini memiliki kompetitor yang dapat memberikan dampak penurunan kepuasan bagi para pelanggannya. Oleh sebab itu, dari penelitian yang dilakukan bertujuan untuk mengetahui pengaruh parsial dan pengaruh simultan dengan penggunaan variabel bebas Customer Relatioship Management dan Kualitas Layanan serta variabel terikat Kepuasan Pelanggan. Sampel yang digunakan pada penelitian ini sejumlah 93 responden menggunakan formula Slovin. Berdasarkan hasil penelitian, karakteristik responden dominan pada usia <20 tahun berjenis kelamin perempuan, tingkat pelajar/mahasiswa yang pendapatannya <1 juta pada pendidikan SMA sederajat. Secara parsial dan simultan Customer Relatioship Management dan Kualitas Layanan, masing – masing memiliki pengaruh signifikan terhadap Kepuasan Pelanggan.
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