PENGARUH CRM PADA LOYALITAS END USER PT. YAMAHA INDONESIA MOTOR MANUFACTURING
Keywords:
CRM, End User, Loyalitas Pelanggan
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management (CRM) terhadap loyalitas end-user PT. Yamaha Indonesia Motor Manufacturing. CRM merupakan pendekatan strategis untuk meningkatkan kepuasan pelanggan melalui manajemen data, layanan personal, dan komunikasi yang efektif. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif, melibatkan 172 responden dari Jakarta, Bandung, Bekasi, dan Karawang. Data dikumpulkan melalui kuesioner tertutup dan dianalisis menggunakan uji validitas, reliabilitas, korelasi Pearson, dan uji proporsi. Hasil menunjukkan bahwa CRM memiliki hubungan yang signifikan dan kuat terhadap loyalitas pelanggan (r=0,98). Uji reliabilitas kuesioner menunjukkan nilai KR-20 sebesar 0,95, yang menandakan konsistensi tinggi. Penelitian ini menyimpulkan bahwa implementasi CRM yang efektif dapat meningkatkan loyalitas pelanggan, yang memberikan kontribusi positif bagi keberlanjutan bisnis PT. Yamaha Indonesia Motor Manufacturing. Penelitian ini juga memberikan rekomendasi untuk terus meningkatkan program CRM dan mengeksplorasi variabel lain yang berpengaruh pada loyalitas pelanggan.
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Rostamzadeh, R., Bakhnoo, M., Strielkowski, W., & Streimikiene, D. (2024). Providing an innovative model for social customer relationship management: Meta synthesis approach. Journal of Innovation & Knowledge, 9(3), 100506. https://doi.org/10.1016/j.jik.2024.100506
Santosa, S., & Febriadi, Y. (2022). Pengaruh Customer Relationship Management (Crm) Terhadap Loyalitas Pelanggan Korporat Pada Penggunaan Layanan Pengiriman Surat Dan Paket di Kantor Pos Bengkulu 38000. Pro Mark, 12(1).
Sota, S., Chaudhry, H., Chamaria, A., & Chauhan, A. (2018). Customer Relationship Management Research from 2007 to 2016: An Academic Literature Review. Journal of Relationship Marketing,17(4), 277–291. https://doi.org/10.1080/15332667.2018.1440148
AlQershi, N., Mokhtar, S. S. M., & Abas, Z. B. (2020). Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 155. https://doi.org/10.3390/joitmc6040155
Auliaurrahman, M. S., & Kusumahadi, K. (2022). Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Bahan Peledak Komersial PT. Pindad (Persero) Di Bandung. eProceedings of Management, 9(5).
Buana Putri, S., & Ferlina Mochamad Trenggana, A. (2020). PENGARUH CUSTOMER RELATIONSHIP MANAEMENT (CRM) TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN WATSONS DI BANDUNG. E-Proceeding of Management, 7(1), 1258–1264.
Devie Oktarini, Faizah Suryani, & Jaka Bajawijaya. (2021). Pengendalian Kualitas Layanan Service After Sales Dengan Menggunakan Metode Six Sigma Di Auto2000 Plaju Palembang. Integrasi: Jurnal Ilmiah Teknik Industri, 6(2), 81–88. https://jurnal.um-palembang.ac.id/integrasi/article/view/3993/2627
Farhan Ardiansyah, M., Isyanto, P., & Sumarni, N. (2024). View of Pengaruh Service Quality dan After Sales Service terhadap Customer Loyalty pada OPS Garage. Journal-Laaroiba.com. http://journal-laaroiba.com/ojs/index.php/elmal/article/view/949/379
Gazi, Md. A. I., Mamun, A. A., Masud, A. A., Senathirajah, A. R. bin S., & Rahman, T. (2024). The Relationship between CRM, Knowledge Management, Organization Commitment, Customer Profitability and Customer Loyalty in Telecommunication Industry: The Mediating Role of Customer Satisfaction and the Moderating Role of Brand Image. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100227. https://doi.org/10.1016/j.joitmc.2024.100227
Helmy Rahadian, Steven Bandong, Augie Widyotriatmo, Endra Joelianto,
Image encoding selection based on Pearson correlation coefficient for time series anomaly detection, Alexandria Engineering Journal, Volume 82, 2023, Pages 304-322, ISSN 1110-0168, https://doi.org/10.1016/j.aej.2023.09.070.
Khashab, B., Gulliver, S. R., & Ayoubi, R. M. (2018). A framework for customer relationship management strategy orientation support in higher education institutions. Journal of Strategic Marketing, 28(3), 246–265. https://doi.org/10.1080/0965254X.2018.1522363
Ledro, C., Nosella, A., & Vinelli, A. (2022). How to assess organizational and strategic impacts of customer relationship management: A multi-perspective performance evaluation method. Expert Systems with Applications, 199, 117024. https://doi.org/10.1016/j.eswa.2022.117024
Li, F., & Xu, G. (2022). AI-driven customer relationship management for sustainable enterprise performance. Sustainable Energy Technologies and Assessments, 52(52), 102103. https://doi.org/10.1016/j.seta.2022.102103
Magatef, S., Al-Okaily, M., Ashour, L., & Abuhussein, T. (2023). The impact of electronic customer relationship management strategies on customer loyalty: A mediated model. Journal of Open Innovation: Technology, Market, and Complexity, 9(4), 100149. https://www.sciencedirect.com/science/article/pii/S2199853123002512
Mamahit, J. J., Massie, J. D., & Ogi, I. W. (2022). Analisis Pengaruh Customer Relationship Management (CRM), Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Wifi Indihome (Studi Kasus Perumahan Alandrew Permai Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(4), 1999-2008.
Mohammed, F., Rahayu Binti Ahmad, Syahida Binti Hassan, Yousef Fazea, & Ahmed Ibrahim Alzahrani. (2024). An empirical evidence on the impact of social customer relationship management on the small and medium enterprises performance. International Journal of Information Management Data Insights, 4(2), 100248–100248. https://doi.org/10.1016/j.jjimei.2024.100248
Pratiwi, A. R., & Dermawan, D. A. (2021). Pengaruh Customer Relationship Management (CRM) terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi Pelanggan ShopeePay pada Aplikasi Shopee di Kota Surabaya). Journal of Emerging Information System and Business Intelligence (JEISBI), 2(3), 87-93.
Richards, K. A., & Jones, E. (2008). Customer relationship management: Finding value drivers. Industrial Marketing Management, 37(2), 120–130.
Rostamzadeh, R., Bakhnoo, M., Strielkowski, W., & Streimikiene, D. (2024). Providing an innovative model for social customer relationship management: Meta synthesis approach. Journal of Innovation & Knowledge, 9(3), 100506. https://doi.org/10.1016/j.jik.2024.100506
Santosa, S., & Febriadi, Y. (2022). Pengaruh Customer Relationship Management (Crm) Terhadap Loyalitas Pelanggan Korporat Pada Penggunaan Layanan Pengiriman Surat Dan Paket di Kantor Pos Bengkulu 38000. Pro Mark, 12(1).
Sota, S., Chaudhry, H., Chamaria, A., & Chauhan, A. (2018). Customer Relationship Management Research from 2007 to 2016: An Academic Literature Review. Journal of Relationship Marketing,17(4), 277–291. https://doi.org/10.1080/15332667.2018.1440148
Published
2025-10-30
How to Cite
Abang Charil Ralfi Permana, & Wiku Larutama. (2025). PENGARUH CRM PADA LOYALITAS END USER PT. YAMAHA INDONESIA MOTOR MANUFACTURING. Journal of Scientech Research and Development, 7(2), 46-56. https://doi.org/10.56670/jsrd.v7i2.1208
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Articles
