Pengaruh Customer Relationship Management dan Social Media Marketing Terhadap Impulse Buying pada Pelanggan Kopi kenangan Roxy Square Jember

Abstract

Abstract: This study aims to investigate and analyze the influence of customer relationship management (CRM) and social media marketing on impulse buying among customers at Kopi Kenangan Roxy Square in Jember. The research employs a quantitative method with an explanatory design. The population for this study consists of all customers of Kopi Kenangan Roxy Square in Jember, whose exact number is unknown; therefore, a sample of 100 customers was selected according to Ferdinand's formula and chosen using purposive sampling techniques. The questionnaire was distributed online using a Google Form link, which was then processed and analyzed. The data analysis technique used is multiple linear regression analysis with IBM SPSS 25 tools. The results indicate that CRM and social media marketing simultaneously affect impulse buying. However, the partial analysis shows that CRM does not significantly influence impulse buying, while social media marketing does have an impact on it. In conclusion, although CRM does not show a significant effect, social media marketing has been proven to partially and simultaneously influence impulse buying among customers at Kopi Kenangan Roxy Square in Jember.

Abstraksi: Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh customer relationship management dan social media marketing terhadap impulse buying pada pelanggan Kopi Kenangan Roxy Square Jember. Penelitian ini menggunakan metode kuantitatif dengan desain penelitian eksplanatori. Populasi dalam penelitian ini adalah seluruh pelanggan Kopi Kenangan Roxy Square Jember yang jumlahnya tidak diketahui secara pasti, sehingga diambil sampel sebanyak 100 pelanggan sesuai dengan rumus ferdinand dan dipilih dengan menggunakan teknik purposive sampling. Penyebaran kuesioner dilakukan secara online menggunakan link google form kemudian diolah dan dianalisis. Teknik analisis data yang digunakan adalah analisis regresi linear berganda dengan tools IBM SPSS 25. Hasil analisis menunjukkan bahwa secara simultan, customer relationship management dan social media marketing berpengaruh terhadap impulse buying. Namun, analisis secara parsial menunjukkan bahwa customer relationship management tidak berpengaruh terhadap impulse buying. Social media marketing memiliki pengaruh terhadap impulse buying. Kesimpulannya adalah meskipun customer relationship management tidak berpengaruh signifikan, social media marketing secara parsial dan simultan terbukti berpengaruh terhadap impulse buying pada pelanggan Kopi Kenangan Roxy Square Jember.