Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh pengetahuan pelanggan dan orientasi pelanggan terhadap kepuasan pelanggan, dengan customer relationship management (crm) sebagai variabel mediasi pada pelanggan telkomsel di banda aceh. teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 154 responden yang merupakan pelanggan aktif telkomsel. teknik analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk menggetahui pengauh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa pengetahuan pelanggan dan orientasi pelanggan berpengaruh positif dan signifikan terhadap customer relationship management. selanjutnya, customer relationship management juga terbukti berpengaruh signifikan terhadap kepuasan pelanggan. kemudian berdasarkan hasil indirect effect ditemukan bahwa customer relationship management memediasi pengaruh pengetahuan pelanggan dan orientasi pelanggan terhadap kepuasan pelanggan secara signifikan.

This study aims to analyze the influence of customer knowledge and customer orientation on customer loyalty, with Customer Relationship Management (CRM) as a mediating variable on Telkomsel customers in Banda Aceh. The sampling technique was purposive sampling so that 154 respondents were obtained who were active Telkomsel customers. The data analysis technique in this study used the Partial Least Square (PLS) method to determine the influence between the variables involved. Based on the results of the path analysis, it shows that customer knowledge and customer orientation have a positive and significant effect on Customer Relationship Management. Furthermore, Customer Relationship Management is also proven to have a significant effect on customer satisfaction. Then based on the results of the indirect effect, it was found that Customer Relationship Management significantly mediates the influence of customer knowledge and customer orientation on customer satisfaction.