Analisis Pengaruh Customer Relationship Management (CRM) dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan Di Kedai Lina Samarinda

Herdyanti, Annisa Kolifa (2026) Analisis Pengaruh Customer Relationship Management (CRM) dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan Di Kedai Lina Samarinda. Bachelor thesis, Institut Teknologi Kalimantan.

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Abstract

Persaingan usaha kuliner yang semakin ketat menuntut pelaku usaha untuk tidak hanya berfokus pada kualitas produk, tetapi juga pada kualitas pelayanan serta pengelolaan hubungan dengan pelanggan. Kedai Lina Samarinda sebagai salah satu usaha kuliner lokal masih menghadapi berbagai keluhan pelanggan, seperti ketidakkonsistenan rasa makanan, pelayanan yang relatif lambat, serta sistem pemesanan yang belum optimal. Kondisi tersebut menunjukkan pentingnya penerapan Customer Relationship Management (CRM) dan peningkatan kualitas pelayanan guna menciptakan kepuasan dan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management (CRM) yang terdiri dari dimensi People, Process, dan Technology serta kualitas pelayanan terhadap kepuasan dan loyalitas pelanggan di Kedai Lina Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada pelanggan Kedai Lina Samarinda yang telah melakukan pembelian dan merasakan pelayanan secara langsung. Instrumen penelitian diukur menggunakan skala Likert 1–4 dan dianalisis menggunakan metode Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan. Kepuasan pelanggan juga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Pada variabel CRM, dimensi Technology berpengaruh signifikan terhadap kepuasan pelanggan, sedangkan dimensi Process berpengaruh signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan hanya mampu memediasi pengaruh kualitas pelayanan terhadap loyalitas pelanggan.

Item Type: Thesis (Bachelor)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Jurusan Teknologi Industri dan Proses > Teknik Industri
Depositing User: Annisa Kolifa Herdyanti
Date Deposited: 07 Jan 2026 07:48
Last Modified: 07 Jan 2026 07:48
URI: http://repository.itk.ac.id/id/eprint/24897

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