Pengembangan Model Analisis Customer Profitability untuk Rekomendasi Peningkatan Customer Loyalty Menggunakan Structural Equation Modeling

Syah, Anang Ridwan (2025) Pengembangan Model Analisis Customer Profitability untuk Rekomendasi Peningkatan Customer Loyalty Menggunakan Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Abstrak
Konteks : Industri telekomunikasi di Indonesia merupakan sektor strategis dengan kontribusi signifikan terhadap pertumbuhan ekonomi nasional. Perkembangan teknologi digital dan perubahan perilaku konsumen mendorong Telecommunication Service Providers (TSPs) untuk mengelola hubungan pelanggan secara lebih efektif guna meningkatkan kepuasan dan loyalitas.
Permasalahan : Tingginya tingkat churn, kualitas layanan yang belum optimal, serta terbatasnya kajian terkait peran tidak langsung Customer Relationship Management (CRM) terhadap loyalitas melalui kepuasan dan profitabilitas pelanggan menjadi permasalahan utama yang diangkat dalam penelitian ini.
Tujuan : Penelitian ini bertujuan untuk mengembangkan dan menganalisis model struktural yang menjelaskan pengaruh CRM terhadap Customer Loyalty (CL), baik secara langsung maupun tidak langsung melalui Customer Satisfaction (CS) dan Customer Profitability (CP). Selain itu, penelitian ini juga mempertimbangkan kontribusi variabel lain seperti Knowledge Management (KM), Organizational Commitment (OC), dan Brand Image (BI), serta menambahkan Service Quality (SQ) sebagai variabel baru yang dianalisis dalam model. Seluruh analisis dilakukan dalam konteks pengguna layanan dari lima TSPs terbesar di Indonesia.
Data dan Metode : Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui survei kuesioner daring kepada 508 responden berusia 18 hingga 60 tahun yang pernah menggunakan layanan operator telekomunikasi. Model diuji menggunakan metode Partial Least Squares - Structural Equation Modeling (PLS-SEM) untuk menganalisis hubungan antar delapan variabel laten: KM, OC, BI, SQ, CRM, CS, CP, dan CL.
Hasil : Hasil penelitian menunjukkan bahwa CRM dipengaruhi secara signifikan oleh KM dan OC. CRM memiliki pengaruh signifikan terhadap CS dan CL, namun tidak berpengaruh terhadap CP; sementara CS berpengaruh signifikan terhadap CP tetapi tidak terhadap CL, dan CP memiliki pengaruh signifikan terhadap CL. Selain itu, SQ sebagai variabel tambahan terbukti berpengaruh signifikan terhadap CS, sedangkan BI sebagai variabel moderasi tidak memberikan pengaruh yang signifikan terhadap hubungan CRM dengan CP, CS, maupun CL.
Nilai tambah/Manfaat : Penelitian ini memberikan wawasan empiris bagi perusahaan TSPs untuk memperkuat strategi CRM melalui optimalisasi KM, OC, dan SQ. Selain itu, penelitian mengusulkan Customer Engagement (CE) sebagai variabel pengembangan model lanjutan mengingat peran CS yang belum optimal dan BI yang belum menunjukkan fungsi diferensiatif secara signifikan.

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Abstract
Context : The telecommunications industry in Indonesia is a strategic sector that contributes significantly to national economic growth. The advancement of digital technology and changes in consumer behavior drive Telecommunication Service Providers (TSPs) to manage customer relationships more effectively to enhance satisfaction and loyalty.
Issue : High churn rates, suboptimal service quality, and limited studies on the indirect effect of Customer Relationship Management (CRM) on loyalty through satisfaction and profitability are the main issues addressed in this research.
Objective : This study aims to develop and analyze a structural model that explains the influence of CRM on Customer Loyalty (CL), both directly and indirectly through Customer Satisfaction (CS) and Customer Profitability (CP). In addition, the study considers the contribution of other variables such as Knowledge Management (KM), Organizational Commitment (OC), and Brand Image (BI). It introduces Service Quality (SQ) as a newly analyzed variable within the model. All analyses are conducted in the context of users from Indonesia's five largest Telecommunication Service Providers (TSPs).
Data and Method : This research employs a quantitative approach by distributing an online questionnaire to 508 respondents aged 18 to 60 who have previously used telecommunication services. The model is tested using Partial Least Squares - Structural Equation Modeling (PLS-SEM) to analyze the relationships among eight latent variables: KM, OC, BI, SQ, CRM, CS, CP, and CL.
Results : The results of the study show that Customer Relationship Management (CRM) is significantly influenced by Knowledge Management (KM) and Organizational Commitment (OC). CRM has a significant effect on Customer Satisfaction (CS) and Customer Loyalty (CL), but not on Customer Profitability (CP); meanwhile, CS significantly affects CP but not CL, and CP has a significant effect on CL. In addition, Service Quality (SQ), as an added variable, is proven to significantly influence CS. In contrast, Brand Image (BI), as a moderating variable, does not significantly affect the relationship between CRM and CP, CS, or CL.
Value Added/Benefits : This study provides empirical insights for TSPs to strengthen CRM strategies by optimizing KM, OC, and SQ. It also proposes Customer Engagement as a variable for future model development, considering the suboptimal role of CS and the non-differentiating effect of BI.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kata kunci: Telecommunication Service Providers; Customer Relationship Management; Customer Satisfaction; Customer Loyalty; Customer Profitability; Brand Image; Service Quality Keywords: Telecommunication Service Providers; Customer Relationship Management; Customer Satisfaction; Customer Loyalty; Customer Profitability; Brand Image; Service Quality
Subjects:	Q Science > QA Mathematics > QA278.3 Structural equation modeling. T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Anang Ridwan Syah
Date Deposited:	11 Jul 2025 09:42
Last Modified:	11 Jul 2025 09:42
URI:	http://repository.its.ac.id/id/eprint/119570

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