Harsono, Felice (0752023) (2011) Pengaruh Brand Image terhadap Keputusan Pembelian Kartu Prabayar XL Bebas. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Telkomsel mengadopsi strategi untuk membangun hubungan dengan pelanggan mereka. Hubungan pemasaran terdiri dari tujuh usaha, yaitu: belonging, communication, cuztomization, differentiation, personalization, rewarding, and security & convenience. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh belonging, communication, cuztomization, differentiation, personalization, rewarding, security and convenience terhadap customer retention orientation. Sampel penelitian ini melibatkan 100 pelanggan Telkomsel Universitas Kristen Maranatha Bandung. Pengumpulan data dilakukan dengan menggunakan kuesioner dan untuk menganalisis data digunakan regresi linear. Terdapat pengaruh faktor-faktor customer relationship marketing terhadap customer retention orientation pada Telkomsel yaitu sebesar 25,3%. Hasil penelitian ini menunjukkan bahwa pengaruh customer relationship marketing yaitu customization, belonging mempengaruhi customer retention orientation secara simultan. Namun, communication, differentiation, personalization, rewarding, security & convenience tidak berpengaruh signifikan secara parsial.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Customer Relationship Marketing, Customer Retention Orientation |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 07 Jul 2015 04:32 |
| Last Modified: | 27 Jan 2016 07:21 |
| URI: | http://repository.maranatha.edu/id/eprint/13958 |
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