Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Intervening di Hotel Islami Aceh House

Abstract

Di persaingan global sekarang ini tidak ada bisnis yang dapat bertahan tanpa adanya Kepuasan Pelanggan dan Loyalitas Pelanggan. perusahaan harus memiliki strategi untuk menghadapi persaingan yang ada dengan mengoptimalkan Customer Relationship Management untuk meningkatkan Kepuasan Pelanggan kemudian menciptakan Loyalitas Pelanggan. Terjadi penurunan tingkat hunian di Hotel Islami Aceh House dari tahun 2015. Terdapat beberapa factor yang mempengaruhi Loyalitas Pelanggan di hotel, diantaranya adalah Customer Relationship Management dan Kepuasan Pelanggan. Penelitian ini merupakan penelitian asosiatif dengan pendekatan kuantitatif yang bertujuan untuk menganalisis hubungan sebab-akibat dengan cara mengamati akibat yang terjadi dan kemungkinan faktor (sebab) yang menimbulkan akibat tersebut serta menampilkan informasi yang diperoleh dalam bentuk numerik. Penelitian ini bertujuan untuk mengetahui: 1) Pengaruh Customer Relationship Management terhadap Kepuasan Pelanggan. 2) Pengaruh Customer Relationship Management terhadap Loyalitas Pelanggan. 3) Pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan. 4) Pengaruh Customer Relationship Management terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai variabel intervening di Hotel Islami Aceh House. Adapun populasi dalam penelitian ini berukuran 20.251 populasi. Penentuan ukuran sampel menggunakan rumus Slovin dengan error tolerance = 10%, sehingga diperoleh sampel penelitian sebanyak 100 responden. Metode pengumpulan data dilakukan dengan dokumentasi, wawancara dan memberikan kuesioner kepada responden. Teknik analisis data pada penelitian ini menggunakan analisis jalur (path analysis) pada taraf signifikansi = 0,1. Kesimpulan dari penelitian ini yaitu : 1) Customer Relationship Management berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. 2) Customer Relationship Management berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. 3) Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. 4) Kepuasan Pelanggan menjadi variabel intervening yang dapat memediasi antara Customer Relationship Management dan Loyalitas Pelanggan di Hotel Islami Aceh House.

In today’s global competition, there is no business which can survive without customer satisfaction and customer loyalty. It has to use strategies to increase competitiveness. A service company should optimize Customer Relationship Management to increase customer satisfaction in order to create customer loyalty. There has been the decrease in the number of guests at the Islami Aceh House Hotel since 2015. There are many factors which influence customer loyalty at this hotel; two of them are Customer Relationship Management and Customer Loyalty. The research used associative quantitative research method which was aimed to analyze causal correlation by observing the factors of cause and effect. The informants were obtained in the numeric form. The objective of the study was to find out 1) the influence of Customer Relationship Management on Customer Satisfaction, 2) the Influence of Customer Relationship Management on Customer Loyalty, 3) the Influence of Customer Satisfaction on Customer Loyalty, 4) ) the influence of Customer Relationship Management on Customer Loyalty through Customer Satisfaction as intervening variable at the Islami Aceh House Hotel. The population was 20,251 guests, and 100 of them were used as the samples, taken by using Slovin formula with 10% of error tolerance. The data were gathered by conducting documentary study, interviews, and questionnaires and analyzed by using path analysis at the significance level of 0.1. The conclusion was that 1) Customer Relationship Management had positive and significant influence on Customer Satisfaction, 2) Customer Relationship Management had positive and significant influence on Customer Loyalty, 3) Customer Satisfaction had positive and significant influence on Customer Loyalty, and 4) Customer Satisfaction became intervening variable which could mediate the correlation of Customer Relationship Management and Customer Loyalty at the Islami Aceh House Hotel.