Pengaruh Customer Relationship Management, Reputasi Perusahaan, dan Brand Trust Terhadap Willingness to Pay More

Hakim, Reza Haikal (2026) Pengaruh Customer Relationship Management, Reputasi Perusahaan, dan Brand Trust Terhadap Willingness to Pay More. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh Customer Relationship Management (CRM) dan reputasi perusahaan terhadap brand trust serta dampaknya terhadap willingness to pay more (WTPM) pelanggan pada konteks business-to-business (B2B) alat berat di PT XYZ. Penelitian juga menguji peran brand trust sebagai variabel mediasi dan durasi kerja sama sebagai variabel moderasi. Pendekatan yang digunakan adalah kuantitatif dengan metode survei terhadap 206 pelanggan PT XYZ yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa CRM dan reputasi perusahaan berpengaruh positif dan signifikan terhadap brand trust maupun WTPM. Selain itu, brand trust terbukti berpengaruh positif dan signifikan terhadap WTPM. Hasil pengujian mediasi menunjukkan bahwa brand trust memediasi secara parsial pengaruh CRM dan reputasi perusahaan terhadap WTPM. Sementara itu, durasi kerja sama terbukti berpengaruh signifikan terhadap brand trust dan hanya memoderasi hubungan antara reputasi perusahaan dan brand trust, sedangkan hubungan antara CRM dan brand trust tidak dimoderasi secara signifikan. Temuan ini menunjukkan bahwa reputasi perusahaan, kualitas pengelolaan hubungan pelanggan, dan brand trust merupakan faktor penting dalam meningkatkan kesediaan pelanggan untuk membayar lebih pada pasar B2B alat berat. Penelitian ini memberikan kontribusi teoretis pada literatur pemasaran relasional B2B serta implikasi praktis bagi perusahaan dalam memperkuat strategi CRM, reputasi perusahaan, dan kepercayaan pelanggan untuk meningkatkan nilai hubungan jangka panjang.
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This study aims to analyze the effects of Customer Relationship Management (CRM) and corporate reputation on brand trust and their impact on customers’ willingness to pay more (WTPM) in the business-to-business (B2B) heavy equipment industry at PT XYZ. The study also examines the role of brand trust as a mediating variable and relationship duration as a moderating variable. A quantitative approach was employed using a survey method involving 206 PT XYZ customers who met the research criteria, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that CRM and corporate reputation have positive and significant effects on both brand trust and WTPM, while brand trust also has a positive and significant effect on WTPM. Furthermore, brand trust partially mediates the effects of CRM and corporate reputation on WTPM. Relationship duration has a significant effect on brand trust and only moderates the relationship between corporate reputation and brand trust, whereas its moderating effect on the relationship between CRM and brand trust is not significant. These findings suggest that corporate reputation, customer relationship management, and brand trust are critical factors in enhancing customers’ willingness to pay more in the B2B heavy equipment market. This study contributes to the B2B relationship marketing literature and provides practical implications for companies in strengthening CRM strategies, corporate reputation, and customer trust to enhance long-term relationship value.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Customer relationship management, Reputasi Perusahaan, Brand trust, Durasi Kerja Sama, Willingness to pay more, B2B, PLS-SEM
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Reza Haikal Hakim
Date Deposited:	04 Aug 2026 00:52
Last Modified:	04 Aug 2026 00:52
URI:	http://repository.its.ac.id/id/eprint/143618

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