Pengaruh Costumer Relationship management (CRM) dan Word Of Mouth (WOM) Terhadap Kinerja Usaha Pada Usaha Kecil dan Menengah di Kota Kediri

Abstract

This study discusses Customer Relationship Management (CRM) and Word of Mouth (WOM) on business performance. Where the population and sample in this study are SMEs in the City of Kediri. Of the types of businesses that become respondents, most of them are processing, trading, transportation and services industries. While the sample of this study amounted to 100 respondents. The technique of determining the sample was purposive sampling where this study was not carried out by all objects but focused on the target. From the results of data analysis and conclusions can be drawn that Customer Relationship Management (CRM) and Word of Mouth (WOM) occur partially on business performance in SMEs in the City of Kediri. In addition, it was found that Customer Relationship Management (CRM) and simultaneously have a significant effect on business performance in SMEs in the City of Kediri.

 

Penelitian ini membahas tentang pengaruh Customer Relationship Management (CRM) dan Word of Mouth (WOM) terhadap kinerja usaha. Dimana populasi dan sampel di penelitian ini adalah UKM di Kota Kediri. Dari jenis usaha yang menjadi responden disini sebagian besar adalah industri pengolahan, perdagangan, transportasi dan jasa-jasa. Sedangkan sampel penelitian ini sejumlah 100 responden. Teknik penentuan sampel digunakan adalah purposive sampling dimana penelitian ini tidak dilakukan seluruh populasi tapi terfokus pada target. Dari hasil analisis data dan pembahasan dapat ditarik kesimpulan bahwa Customer Relationship Management (CRM)  dan Word of Mouth (WOM)  berpengaruh secara parsial terhadap kinerja usaha pada UKM di Kota Kediri. Selain itu ditemukan bahwa Customer Relationship Management (CRM) dan secara simultan berpengaruh signifikan terhadap kinerja usaha pada UKM di Kota Kediri.