ANALISIS PENGARUH PENERAPAN STRATEGI BAURANPEMASARAN DAN PROGRAM CUSTOMER RELATIONSHIPMANAGEMENT (CRM) TERHADAP LOYALITAS KONSUMENPADA PRODUK COKRO TELA CAKE YOGYAKARTA

Field: Business, Management and Accounting (Social Sciences)

Cokro Tela Cake yang merupakan produsen pioneer yang memproduksi tela cake di Yogyakarta terus berusaha melakukan peningkatan penerapan program Customer Relationship Management (CRM) dan strategi bauran pemasaran untuk mencapai kepuasan konsumen dan loyal di tengah persaingan bisnis yang ketat. Penelitian ini bertujuan untuk mengetahui pengaruh penerapan program CRM dan strategi bauran pemasaran terhadap kepuasan dan loyalitas konsumen, mengidentifikasi variabel dominan yang mempengaruhi loyalitas dan kepuasan konsumen dan menyusun usulan program pemasaran berdasarkan analisis yang telah dilakukan. Analisis dilakukan dengan menggunakan metode Structural Equation Modelling (SEM) menggunakan software LISREL 8.30. Responden yang terlibat dalam penelitian ini sebanyak 120 responden dengan metode simple random sampling. Model awal yang disusun memiliki empat buah variabel laten meliputi program CRM, strategi bauran pemasaran, kepuasan konsumen dan loyalitas konsumen. Model yang telah disusun kemudian diuji kecocokannya melalui uji Goodness of Fit. Model akhir dalam penelitian ini memiliki tiga buah variabel laten yaitu BPCRM (bauran pemasaran dan CRM), kepuasan konsumen dan loyalitas konsumen. Hasil uji hipotesis dari model akhir menunjukkan bahwa variabel BPCRM berpengaruh signifikan terhadap kepuasan konsumen dan kepuasan konsumen berpengaruh signifikan terhadap loyalitas konsumen. Variabel dominan yang berpengaruh adalah X1 (keramahan karyawan). Usulan perbaikan program pemasaran yang diajukan adalah agar perusahaan memperutin update social media dan website serta memperutin kegiatan-kegiatan yang pernah dilaksanakan seperti FestivAll Tela.

Cokro Tela Cake, a pioneer manufacturer that produces tela cake in Yogyakarta continue to make improvements on implementing Customer Relationship Management (CRM) programs and marketing mix strategies to achieve customer satisfaction and loyalty in the midst of intense competition. This study aims to determine the effect of the implementation of CRM programs and marketing mix strategy towards customer satisfaction and loyalty, identify the dominant variables that affect customer satisfaction and loyalty and set up marketing programs suggestions based on the analysis that has been done. Analyses were performed using Structural Equation Modeling (SEM) using LISREL software 8:30. Respondents involved in this study were 120 respondents with a simple random sampling method. The early models that has been set up compiled four latent variables include CRM program, marketing mix strategy, customer satisfaction and customer loyalty. Models that had been developed then tested for their suitability through Goodness of Fit test. The final model in this study has three latent variables : BPCRM (marketing mix and CRM), customer satisfaction and customer loyalty. Hypothesis test results of the final model showed that BPCRM variables significantly influence consumer satisfaction and consumer satisfaction have a significant effect on consumer loyalty. The most dominant variables is X1 (friendliness of employees). Suggestions for improving marketing programs are that the company should updates their social media and website routinely and holding some activities which ever undertaken such Festivall Tela.