Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh customer relationship management dan reputasi perusahaan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan layanan telkomsel di banda aceh.teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 200 responden pelanggan layanan telkomsel di banda aceh. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa customer relationship management dan reputasi perusahaan berpengaruh signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan. kemudian berdasarkan hasil indirect effect ditemukan bahwa kepuasan pelanggan memediasi secara parsial pengaruh customer relationship management dan reputasi perusahaan terhadap loyalitas pelanggan. kata kunci : loyalitas pelanggan, customer relationship management, reputasi perusahaan dan kepuasan pelanggan.

ABSTRACT This study aims to look at the effect of Customer Relationship Management and corporate reputation on customer loyalty mediated by customer satisfaction of Telkomsel services in Banda Aceh. The sampling technique is purposive sampling so that 200 respondents of Telkomsel customers in Banda Aceh are obtained. Data analysis in this study used the Partial Least Square (PLS) method to determine the effect between the variables involved. Based on the results of path analysis, it shows that Customer Relationship Management and company reputation have a significant effect on customer satisfaction and customer loyalty. Then based on the results of the indirect effect, it is found that customer satisfaction partially mediates the effect of Customer Relationship Management and company reputation on customer loyalty. Keywords: Customer Loyalty, Customer Relationship Management, Company Reputation and Customer Satisfaction.