S PEM 0906729 Abstract

ABSTRAK
Gemma Sallam Graesita (0906729), “Pengaruh Program Customer
Relationship Management terhadap Customer Dependency Survey pada
Pemegang Kartu Ace Rewards di Ace Hardware Istana Plaza Bandung”,
dibawah bimbingan Heny Hendrayati, S.IP. MM
Persaingan bisnis ritel khususnya specialty store semakin kompetitif
dengan munculnya beberapa ritel baru di bidang ini. Hal ini mengakibatkan
munculnya permasalahan yaitu menurunnya tingkat customer dependency di Ace
Hardware Istana Plaza Bandung. Permasalahan dalam penelitian ini adalah
bangaimana meningkatkan customer dependency di Ace Hardware dengan
melaksanakan program customer relationship management (CRM), yang terdiri
dari continuity marketing , one to one marketing, dan partnering/co-marketing.
Penelitian ini bertujuan untuk mengetahui gambaran pelaksanaan program
CRM dan customer dependency serta pengaruh dari program CRM terhadap
customer dependency menurut persepsi pelanggan pemegang kartu Ace Rewards
di Ace Hardware Istana Plaza Bandung.
Penelitian ini menggunakan metode deskriptif dan verifikatif dengan
jumlah sampel sebanyak 100 orang responden pelanggan pemegang kartu Ace
Rewards di Istana Plaza Bandung. Teknik analisis yang digunakan adalah
koefisien korelasi dan analisis regresi linear sederhana.
Hasil penelitian menunjukan bahwa program CRM dan customer

dependency berada pada kategori cukup tinggi. Hasil perhitungan korelasi sebesar
0,695 artinya terdapat hubungan yang cukup tinggi antara program CRM dengan
customer dependency. Hasil perhitungan analisis regresi linear sederhana
menunjukan adanya pengaruh antara program CRM terhadap customer
dependency adalah sebesar 48,3% sedangkan sisanya 51,7% dipengaruhi oleh
faktor lain yang tidak diteliti.
Berdasarkan hasil penelitian mengenai program CRM dan customer
dependency, peneliti menyarankan kepada pihak Ace Hardware untuk
memperbaiki dan melaksanakan program CRM khususnya program one to one
marketing lebih baik lagi sehingga dapat meningkatkan customer dependency di
Ace Hardware Istana Plaza Bandung.
Kata Kunci: Program Customer Relationship Management (CRM), Customer
Dependency

Gemma Sallam Graesita, 2014
Pengaruh Program Customer Relationship Management Terhadap Customer Depedency
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

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ABSTRACT

Gemma Sallam Graesita (0906729), “The Influence of Customer Relationship
Management Program to Customer Dependency Survey to Ace Rewards Card
Members Ace Hardware Istana Plaza Bandung”, under guidance of Heny
Hendrayati, S.IP. MM
The atmosphere of the competition for the specialty store became more
and more intense with the arrival of the new comers. Thus leads to the decreasing
of customer dependency in Ace Hardware Istana Plaza Bandung. This study is
concerning to increase the customer dependency in Ace Hardware by executing
the customer relationship management (CRM) program, which consist of i
continuity marketing, one to one marketing, and partnering/co-marketing.
The objective of this study is to describe the execution of CRM program
and customer dependency as well as the influence of CRM program to customer
dependency based on the perception of Ace Rewards Card members in Ace
Hardware Istana Plaza Bandung.
This study employs the descriptive and verificative methods with 100
respondents from Ace Rewards Card members in Ace Hardware Istana Plaza
Bandung. The analytical technique of this study are correlation coefficient and
simple regression analysis.

The result shows that CRM program and customer dependency and in the
fairly high category. The correlation calculation shows 0.695 means that there is
a fairly strong relation between CRM program and customer dependency. The
result from simple regression analysis shows that the influence of CRM program
to customer dependency is at 48,3% while the remaining of 51,7% were
influenced by another factors undefined.
According to the result, the suggestion for the company is that they have to
reinforce CRM program with better preparation and execution especially the one
to one marketing so they can increase the customer dependency in Ace Hardware
Istana Plaza Bandung.
Keywords: Customer Relationship Management (CRM) Program, Customer
Dependency

Gemma Sallam Graesita, 2014
Pengaruh Program Customer Relationship Management Terhadap Customer Depedency
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

ii