Skripsi

PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN TIKET.COM

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Penilaian

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Tiket.com, as one of Indonesia’s first Online Travel Agents (OTAs), has experienced significant growth but still faces challenges in competing with major competitors like Traveloka. One strategy employed by Tiket.com to retain and attract customers is Customer Relationship Management (CRM). This study aims to analyze the impact of CRM on customer satisfaction and customer loyalty within the Tiket.com application. The results of the study show that the relationship between CRM and customer satisfaction has a path coefficient of 0.775, with a P-value of 0.000 and T-statistics of 18.072, indicating a strong, positive, and statistically significant relationship. This confirms that CRM has a highly significant impact on customer satisfaction. Meanwhile, although the relationship between CRM and customer loyalty is also statistically significant with a P-value of 0.000 and T-statistics of 3.526, the path coefficient of 0.365 indicates that the impact of CRM on customer loyalty is weaker compared to its impact on customer satisfaction. Nevertheless, the influence of CRM on customer loyalty remains significant and valid. Overall, this study emphasizes that CRM plays a crucial role in enhancing both customer satisfaction and loyalty, with a stronger effect on satisfaction.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002400	T170421	T1704212025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1704212025

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2025

Collation

xv, 121 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

005.360 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Sistem informasi

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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