PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER RETENTION (Studi Pada Pengguna E-Commerce Tokopedia di Wilayah Semarang)

Abstract

Abstract : Tokopedia is one of the e-commerce platforms highly favored by Indonesian society. One of the challenges it faces is the fluctuating Top Brand Index values from 2020 to 2023. Customer Relationship Management (CRM) is a strategy that influences customer satisfaction and retention, where satisfaction and retention drive customer purchasing intent. This study aims to investigate the influence of Customer Relationship Management on Customer Satisfaction and Customer Retention on Tokopedia. The research type employed is explanatory research, utilizing nonprobability sampling and purposive sampling questionnaire as the data collection method. A total of 97 respondents who are Tokopedia e-commerce users in the Semarang region participated. The data processing method used in this research is aided by SmartPLS (Partial Least Square) software. The findings indicate a significant positive influence of Customer Relationship Management on Customer Satisfaction and Customer Retention. Recommendations for Tokopedia include developing strategies and regularly maintaining or updating systems to ensure system stability. Consequently, this will aid in enhancing customer satisfaction and retention through better system management. Keywords : Customer Relationship Management; Customer Satisfaction; Customer Retention Abstraksi : Tokopedia merupakan salah satu e-commerce yang banyak diminati oleh masyarakat Indonesia. Permasalahan yang dihadapi adalah adanya nilai fluktuatif Top Brand Index selama tahun 2020-2023. Customer Relationship Management (CRM) merupakan strategi yang mempengaruhi customer satisfaction dan customer retention, dimana kepuasan dan retensi akan mendorong minat beli pelanggan. Penelitian ini dilakukan guna mengetahui pengaruh Customer Relationship Management terhadap Customer Satisfaction dan Customer Retention pada Tokopedia. Tipe penelitian yang digunakan adalah explanatory research, dengan menggunakan nonprobability sampling dan metode purposive sampling kuesioner sebagai metode pengumpulan data. Sdampel yang dikumpulkan sebanyak 97 responden pengguna e-commerce Tokopedia di wilayah Semarang. Metode pengolahan data penelitian ini menggunakan bantuan software SmartPLS (Partial Least Square). Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan antara Customer Relationship Management terhadap Customer Satisfaction dan Customer Retention. Rekomendasi untuk Tokopedia adalah mengembangkan strategi, melakukan perawatan atau pembaruan sistem secara berkala untuk tetap menjaga kestabilan sistem yang dimiliki. Dengan demikian akan membantu meningkatkan kepuasan serta retensi pelanggan karena sistem dan pengelolaan yang lebih baik. Kata Kunci : Customer Relationship Management; Customer Satisfaction; Customer Retention