PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP TINGKAT KEPUASAN KONSUMEN PADA “VIRGIN CAFE AND RESTO “

Abstract

The purposes of this research are (1) to find out customer relationship marketing which includes: trust, commitment, communication, and conflict handling partially have influence to the customer satisfaction; (2) to find out which variable has dominant influence to the customer satisfaction among customer relationship marketing variables which include: trust, commitment, communication, and conflict handling. This research is causality study research. The population in this research is the customers who visit and purchase at Virgin Café and Resto that the number of customer cannot be determined. Accidental sampling technique is applied the sample selection and 75 people have been selected as samples. Multiple regression analysis and hypothesis test which is done by using SPSS version 21 is applied as the data analysis technique. The result of the research shows that customer relationship marketing which consists of trust, commitment, communication, and conflict handling have significant influence to the customer satisfaction at Virgin Café and Resto. It indicates that the significance levels of each variable is not more than α = 5%. It has been found from the result of equation of regression that the variable of customer relationship marketing that is the most dominant to the customer satisfaction at Virgin Café and Resto is communication since its partial determination coefficient value is the largest if it is compared to trust, commitment, and conflict handling variables.
Keywords: Trust, Commitment, Communication, Conflict Handling, and Customer Satisfaction