ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN PT GARUDA INDONESIA (PERSERO) TBK BRANCH OFFICE SEMARANG

Abstract

The purpose of this research is to find out the influence of customer relationship management
whose variable consist of continuity marketing, one to one marketing, and partnering program
on the customer loyalty at PT Garuda Indonesia (persero) Tbk branch office Semarang. Data
obtained from literature search and spreading of the questionnaire to 100 respondents by
purposive sampling techniques. Meanwhile, the analysis techniques uses validity test, reliability
test, normality test, multikolinearity test, heteroskedasticity test, linearity test, multiple linier
regression analysis, T test, F test, and coefficient of determination. Based on the calculations
using SPSS version 24, the result of the research showed that the regression equation Y = 0,117
+ 0,313 + 0,494 + 0,189 + e. It means that continuity marketing, one to one marketing,
and partnering program have significant and positive influence on the customer loyalty. The
most influence variable is one to one marketing with the highest coefficient regression of 0,494.
The coefficient of determination test is 0,490. It means that the customer loyalty of 49,0% is
influenced by continuity marketing, one to one marketing, and partnering program. While the
rest of 51,0% is influenced by other factors