PENGARUH NILAI FUNGSIONAL, LOYALITAS MERK DAN KEPUASAN
PELANGGAN TERHADAP KINERJA CUSTOMER RELATIONSHIP
MANAGEMENT PADA PRODUK MINUMAN
COCA-COLA DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
ADRIANTO, EKA AGUS
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-16 04:01:17
Abstract :
This experiment in there by background. Performance customer relationship management ( crm ) dna-based consumer behavior is a way to understand the behavior of consumer overall on a market can affect ties in the long run. Consumers have become elements which contributed to success an organization marketing- especially in relation to the physical form of goods, because of excellence, acquired variegated ranging from perception that good and also their brand loyalty to gain greater great can company. This study aims to influence the functional, knowing their brand loyalty and customer satisfaction on the performance of crm on coca-cola products in surabaya. After a review of the literature and hypothesis, data collected through questionnaire method to the 125 respondents drink coca cola disurabaya. which have become consumers of at least more than two years. Analysis tool used is the Structural Equation Modeling (SEM). Then the hypothesis raised in this research are as follows: 1) functional Value significant positive effect of brand loyalty. 2) brand loyalty are significant positive effect on the performance of CRM. 3 functional effect significant) value is positive towards the performance of CRM. 4 functional effect significant) value is positive towards customer satisfaction. 5) customer satisfaction significantly positive effect on the performance of CRM. Keyword: functional Value, brand loyalty, customer satisfaction, the performance of CRM.
This experiment in there by background. Performance customer relationship management ( crm ) dna-based consumer behavior is a way to understand the behavior of consumer overall on a market can affect ties in the long run. Consumers have become elements which contributed to success an organization marketing- especially in relation to the physical form of goods, because of excellence, acquired variegated ranging from perception that good and also their brand loyalty to gain greater great can company. This study aims to influence the functional, knowing their brand loyalty and customer satisfaction on the performance of crm on coca-cola products in surabaya. After a review of the literature and hypothesis, data collected through questionnaire method to the 125 respondents drink coca cola disurabaya. which have become consumers of at least more than two years. Analysis tool used is the Structural Equation Modeling (SEM). Then the hypothesis raised in this research are as follows: 1) functional Value significant positive effect of brand loyalty. 2) brand loyalty are significant positive effect on the performance of CRM. 3 functional effect significant) value is positive towards the performance of CRM. 4 functional effect significant) value is positive towards customer satisfaction. 5) customer satisfaction significantly positive effect on the performance of CRM. Keyword: functional Value, brand loyalty, customer satisfaction, the performance of CRM.
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