Yani, Serly (2023) Pengaruh Komunikasi Efektif Melalui Customer Relationship Management Terhadap Loyalitas Pelanggan Pada House of Smith Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine and analyze the influence of effective communication through customer relationship management on customer loyalty at House of Smith Pekanbaru. The type of research that the author uses is descriptive survey research and quantitative research methods using SPSS 26 software. The sampling method is accidental sampling by taking a sample of 100 respondents. The results of this research show that the Effective Communication variable with indicators of Message Clarity, Accuracy of Message Delivery, Message Understanding by the Receiver, and Good Communication Relationshipsresulted in results from respondents in the Good category. For the Customer Relationship Management variable, the indicators are Building Long-Term Relationships, Maintaining Relationships, Profitable Relationships, Providing Valued Services, and Satisfying Customers so that the results from respondents are in the Good category. Meanwhile, for the Customer Loyalty variable, the indicators include Making Purchases, Purchasing Between Product/Service Lines, Referring to Others, and Resistance to Competitor Attractions, thus obtaining results from respondents in the Good category. Data analysis techniques use validity tests, reliability tests, multiple linear tests, t-tests, F tests, and coefficient of determination tests. This research shows that Effective Communication and Customer Relationship Management have a significant positive effect on Customer Loyalty. The coefficient of determination is 0.659 (65.9%), which means that Effective Communication (X1) through Customer Relationship Management (X2) on the Customer Loyalty variable (Y) is 65.9%, while the remaining 34.1% is influenced by other variables. not included in the study.

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