Hapsari, Wahyu Anindya Tri (2026) Pengaruh Customer Relatioship Management, Nilai Yang Dirasakan Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Mediasi Pada Produk Wardah Di Kota Semarang. Pengaruh Customer Relatioship Management, Nilai Yang Dirasakan Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Mediasi Pada Produk Wardah Di Kota Semarang: 37. (Unpublished)
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Abstract
This study aims to examine the influence of Customer Relationship Management (CRM) and perceived value on customer loyalty, with customer satisfaction as a mediating variable in Wardah products in Semarang City. The research method used was quantitative with a measuring tool in the form of a questionnaire distributed to 180 respondents. Data analysis was carried out using simple linear regression and multiple regression techniques. The results of the study show that both CRM and perceived value have a significant positive influence on customer satisfaction. In addition, customer satisfaction has been shown to mediate the relationship between the two variables and customer loyalty. These findings confirm the importance of customer relationship management and the perceived value in building customer loyalty in competitive markets, such as the cosmetics industry. The study suggests that companies strengthen CRM strategies and increase perceived value by customers, to increase their satisfaction and loyalty.
| Item Type: | Article |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk menguji pengaruh Customer Relationship Management (CRM) dan nilai yang dirasakan terhadap loyalitas pelanggan, dengan kepuasan pelanggan sebagai variabel mediasi pada produk Wardah di Kota Semarang. Metode penelitian yang digunakan adalah kuantitatif dengan alat ukur berupa kuesioner yang dibagikan kepada 180 responden. Analisis data dilakukan menggunakan teknik regresi linier sederhana dan regresi berganda. Hasil penelitian menunjukkan bahwa baik CRM maupun nilai yang dirasakan memiliki pengaruh positif yang signifikan terhadap kepuasan pelanggan. Selain itu, kepuasan pelanggan terbukti memediasi hubungan antara kedua variabel tersebut dan loyalitas pelanggan. Temuan ini menegaskan pentingnya manajemen hubungan pelanggan dan nilai yang dirasakan dalam membangun loyalitas pelanggan di pasar yang kompetitif, seperti industri kosmetik. Penelitian ini menyarankan agar perusahaan memperkuat strategi CRM dan meningkatkan nilai yang dirasakan oleh pelanggan, untuk meningkatkan kepuasan dan loyalitas mereka |
| Uncontrolled Keywords: | This study aims to examine the influence of Customer Relationship Management (CRM) and perceived value on customer loyalty, with customer satisfaction as a mediating variable in Wardah products in Semarang City. The research method used was quantitative with a measuring tool in the form of a questionnaire distributed to 180 respondents. Data analysis was carried out using simple linear regression and multiple regression techniques. The results of the study show that both CRM and perceived value have a significant positive influence on customer satisfaction. In addition, customer satisfaction has been shown to mediate the relationship between the two variables and customer loyalty. These findings confirm the importance of customer relationship management and the perceived value in building customer loyalty in competitive markets, such as the cosmetics industry. The study suggests that companies strengthen CRM strategies and increase perceived value by customers, to increase their satisfaction and loyalty. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 31 Aug 2026 03:44 |
| Last Modified: | 31 Aug 2026 03:44 |
| URI: | https://eprints.ubpd.ac.id/id/eprint/146 |
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