The Influence of Customer Relationship Management on Iconnet Customer Loyalty: The Moderating Role of Subscription Duration
DOI:
https://doi.org/10.38035/dit.v3i4.3504Keywords:
Customer Relationship Management, Loyalitas Pelanggan, Durasi Berlangganan, ICONNETAbstract
Penelitian ini bertujuan menganalisis pengaruh Customer Relationship Management (CRM) terhadap loyalitas pelanggan ICONNET dengan durasi berlangganan sebagai variabel moderasi. CRM diukur melalui dimensi kepercayaan, komitmen, komunikasi, dan penanganan gangguan. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan sampel sebanyak 100 pelanggan ICONNET di wilayah Surabaya Raya yang dipilih menggunakan teknik proportional stratified sampling. Analisis data dilakukan menggunakan regresi linear berganda dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa kepercayaan, komitmen, komunikasi, dan penanganan gangguan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Nilai koefisien determinasi sebesar 61,1% menunjukkan bahwa CRM mampu menjelaskan loyalitas pelanggan secara kuat. Hasil pengujian moderasi menunjukkan bahwa durasi berlangganan memperkuat pengaruh CRM terhadap loyalitas pelanggan dengan nilai signifikansi 0,022. Temuan ini menunjukkan bahwa semakin lama pelanggan menggunakan layanan ICONNET maka semakin kuat pengaruh CRM dalam membentuk loyalitas pelanggan.
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Sumber data: ICONNET ICRM PLUS
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