Pengaruh Customer Relationship Management dan Kualitas Layanan terhadap Kepuasan dan Loyalitas Investor PT Danareksa Medan

PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN
KUALITAS LAYANAN TERHADAP KEPUASAN DAN
LOYALITAS INVESTOR PT DANAREKSA MEDAN
ABSTRAK

Tujuan dari penelitian ini untuk melihat pengaruh langsung dan pengaruh tidak
langsung antar variabel independen Customer Relationship Management, kualitas
layanan terhadap variabel dependen loyalitas investor dan kepuasan sebagai
variabel interveningnya. Teori yang digunakan adalah teori manajemen pemasaran
yang berkaitan dengan Customer Relationship Management, kualitas layanan,
kepuasan, dan loyalitas investor. Jenis penelitian ini adalah deskriptif kuantitatif
dan sifat penelitian assosiatif. Penelitian ini mengunakan metode purposive
sampling untuk mengambil data dari 96 orang investor dan keseluruhan investor
adalah investor PT Danareksa. Data penelitian dikumpulkan melalui kuesioner
dan studi dokumentasi. Analisis data menggunakan analisis jalur, uji nilai
probabilitas untuk hipotesis pertama sampai hipotesis ke tujuh dengan program
SPSS. Hasil penelitian Customer Relationship Management secara langsung
berpengaruh positif dan signifikan terhadap kepuasan, Customer Relationship
Management secara tidak langsung berpengaruh positif dan signifikan terhadap
loyalitas investor melalui kepuasan, kualitas layanan secara langsung berpengaruh
positif dan signifikan terhadap kepuasan, kualitas layanan secara tidak langsung

berpengaruh positif dan signifikan terhadap loyalitas investor melalui kepuasan,
Customer Relationship Management secara langsung berpengaruh positif dan
signifikan terhadap loyalitas investor, kualitas layanan secara langsung
berpengaruh positif dan signifikan terhadap loyalitas investor, kepuasan secara
langsung berpengaruh positif dan signifikan terhadap loyalitas investor pada PT
Danareksa Medan.
Kata Kunci: Customer Relationship Management, Kualitas Layanan, Kepuasan,
Loyalitas Investor.

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Universitas Sumatera Utara

THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT
AND SERVICE QUALITY TO THE SATISFACTION
AND THE INVESTOR LOYALTY OF
PT DANAREKSA MEDAN
ABSTRACT
The purpose of this study is to observe the effect of the direct and indirect
influence between the independent variables (customer relationship management,
service quality) on the dependent variable (loyalty investors) and its satisfaction

as an intervening variable. The theory used is marketing management theory
related to Customer Relationship Management, service quality, satisfaction, and
investor loyalty. This type of research is quantitative description and associative
nature of the research. This research uses purposive sampling method to retrieve
the data from 96 people and overall investors of PT Danareksa Medan. Data
were collected through questionnaires and documentation. Analysis of the data is
using path analysis, the probability value for the test of the first hypothesis until
seventh hypothesis by SPSS program. Research result of Customer Relationship
Management directly has influence positive, and significant to the satisfaction,
Customer Relationship Management indirectly has influence positive and
significant to the investor loyalty through the satisfaction, service quality
indirectly has influence positive and significant to the investor loyalty, service
quality directly has influence positively and significant to the investor loyalty, the
directly satisfaction has influence positive and significant to the investors loyalty
of PT. Danareksa Medan.

Keywords: Customer Relationship Management, Service Quality, Satisfaction
and Investor Loyalty.

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Universitas Sumatera Utara