Strategi Customer Relationship Management (CRM) dan Personal Selling Terhadap Kepuasankonsumen (Studi Kasus Produk Motor Merek Honda di Kabupaten Lumajang)

  • Filia Imro’atus Sholekhah STIE Widya Gama Lumajang
  • Hesti Budiwati STIE Widya Gama Lumajang
  • Anisatul Fauziah STIE Widya Gama Lumajang

Abstract

The purpose of this study was to find out the Customer Relationship Management (CRM) and personal selling strategies on customer satisfaction (a case study on Honda brand motorcycles in Lumajang district), both partially and simultaneously. The type of research used is descriptive with associative causal approaches. This research was conducted with a total of 60 consumers. The sampling technique used is incidental sampling technique. Hypothesis testing is done by multiple linear regression tests. through the SPSS 21 program for Windows. The results showed partially that Customer relationship Management (CRM) did not significantly influence customer satisfaction (a case study on Honda brand motorcycle in Lumajang district), while personal selling variables significantly influence customer satisfaction (a case study on Honda brand motorcycle in Lumajang district). And simultaneously Customer Relationship Management (CRM) and personal selling have a significant effect on consumer satisfaction (a case study on Honda brand motorcycle in Lumajang district), with a coefficient of determination (R Square) obtained value of 0.113 which shows that 11.3% satisfaction can be explained by Customer relationship Management (CRM) and personal selling while the remaining 88.87 satisfaction is influenced by other variables not examined in this study.

Published
2019-07-06