Analisis Customer Relationship Management (CRM) dalam Perspektif Manajemen Pemasaran
DOI:
https://doi.org/10.63822/33vhjf97Keywords:
Customer Relationship Management, Manajemen Pemasaran, Loyalitas Pelanggan, Strategi PemasaranAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management (CRM) terhadap efektivitas manajemen pemasaran dalam konteks organisasi bisnis modern. CRM dipandang sebagai pendekatan strategis yang mendukung peningkatan loyalitas dan kepuasan pelanggan melalui optimalisasi proses pemasaran berbasis data. Penelitian dilakukan dengan pendekatan kuantitatif, di mana data diperoleh melalui penyebaran kuesioner kepada responden dari sektor jasa. Instrumen penelitian diuji melalui uji validitas dan reliabilitas, kemudian dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa CRM memiliki pengaruh positif dan signifikan terhadap efektivitas manajemen pemasaran. Implikasi dari temuan ini mengindikasikan bahwa organisasi perlu mengintegrasikan CRM secara menyeluruh ke dalam strategi pemasaran guna menciptakan keunggulan kompetitif jangka panjang
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