Penelitian ini bertujuan untuk mengukur pengaruh dari customer relationship management dan grocery shopping terhadap customer retention yang di mediasi oleh customer engagement pelanggan grocery store banda aceh. sinaga (2006), penelitian ini menggunakan objek dari customer relationship management, grocery shopping, customer retention, dan customer engagement. sampel yang digunakan dalam penelitian ini adalah pelanggan grocery store kota banda aceh. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai mode analisis untuk mengetahui pengaruh antar variable-variabel yang terlibat. berdasarkan hasil analisi dari sem mengidentifikasikan bahwasanya customer relationship management dan grocery shopping berpengaruh terhadap customer retention, customer relationship management dan grocery shopping berpengaruh terhadap customer engagement, customer engagement berpengaruh terhadap customer retention, customer engagement memediasi customer relationship management dan grocery shopping terhadap customer retention. kata kunci : customer relationship management, grocery shopping, customer retention, customer engagement.
Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN GROCERY SHOPPING TERHADAP CUSTOMER RETENTION YANG DIMEDIASI OLEH CUSTOMER ENGAGEMENT PELANGGAN GROCERY STORE BANDA ACEH. Banda Aceh Fakultas Ekonomi,2024
Baca Juga : PERAN BRAND IMAGE DALAM MEMODERASI PENGARUH SERVICE QUALITY DAN CUSTOMER PERCEIVED VALUE TERHADAP CUSTOMER LOYALITY MELALUI CUSTOMER RELATIONSHIP MANAGEMENT PADA PRODUK TIENSI DI BANDA ACEH (Zahra Wati, 2021)
Abstract
This study aims to measure the influence of Customer Relationship Management and Grocery Shopping on Customer Retention mediated by Customer Engagement of Grocery Store Customers in Banda Aceh. Sinaga (2006), This study uses the objects of Customer Relationship Management, Grocery Shopping, Customer Retention, and Customer Engagement. The sample used in this study was grocery store customers in Banda Aceh. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) was used as an analysis mode to determine the influence between the variables involved. Based on the results of the SEM analysis, it was identified that Customer Relationship Management and Grocery Shopping had an effect on Customer Retention, Customer Relationship Management and Grocery Shopping had an effect on Customer Engagement, Customer Engagement had an effect on Customer Retention, mediating Customer Engagement Customer Relationship Management and Grocery Shopping on Customer Retention. Keywords: Customer Relationship Management, Grocery Shopping, Customer Retention, Customer Engagement.