ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMEN (CRM) TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA PT JASA RAHARJA (PERSERO) CABANG RIAU DI KOTA PEKANBARU

Abstract

Jasa Raharja (Persero) is a state-owned company that is mandated to
provide traffic accident accidents and public passengers in Indonesia. This
privilege will not last long, given the monopoly rights in a number of governmentowned
companies have the potential to be abolished. Therefore, the company
needs to do a study on how strong the relationship that Jasa Raharja has with its
business customers. The research was conducted at Jasa Raharja (Persero)
Branch of Riau. The purpose of this research is to know the direct and indirect
effect of CRM with variable of Human Resources, Process and Technology to
Customer Satisfaction and Customer Loyalty. This research population is
business consumer Jasa Raharja that is the owner of public land passenger
transportation which is domiciled in Pekanbaru city. The sample was determined
by Proportionate Random Sampling of 173 respondents. Analytical tool used is
descriptive analysis and Structural Equation Modeling (SEM). The results showed
that human resources, processes and technology have a positive and significant
effect on customer satisfaction and customer loyalty. It is recommended to
improve human resource communication skill, create customer-focused vision and
mission and create accurate and up-to-date database in order to increase
customer satisfaction which leads to customer loyalty of Jasa Raharja.