Lumahu, Andre (2019) Analisis Pengaruh Penerapan Teknologi Fungsi Customer Relationship Management terhadap Relationship Marketing dan Business Performance Menggunakan Generalized Structured Component Analysis pada Hotel di Kota Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks : Perkembangan sektor pariwisata di Kota Surabaya kian memberikan hasil yang baik. Hal ini dibuktikan dengan berbagai penghargaan yang diberikan kepada Kota Surabaya dan terdapat peningkatan jumlah wisatawan. Hotel merupakan sarana pokok kepariwisataan. Profit yang merupakan bagian dari performa bisnis hotel diperoleh sebagian besar dari pelanggan yang menggunakan jasa hotel. Selain itu penerapan fungsi CRM umumnya sudah menjadi bagian yang tidak terpisahkan dari hotel. Dari hal ini tentunya ada keterkaitan antara penerapan fungsi CRM dengan performa bisnis hotel.
Tujuan : Penelitian dilakukan untuk melihat pengaruh penerapan teknologi fungsi CRM (internet service, customer support, marketing support) terhadap relationship marketing dan business performance (financial perspective, customer perspective, internal process, learning & growth) pada hotel. Hipotesis dari penelitian ini adalah seluruh variabel teknologi fungsi CRM berkorelasi positif terhadap relationship marketing dan relationship marketing berkorelasi positif terhadap business performance. Sehingga perusahaan hotel tetap maksimal dalam meningkatkan performa bisnis melihat dari aspek teknologi fungsi CRM yang berpengaruh.
Metode : Pengambilan data dilakukan kepada manajer hotel / pengelola maupun staf hotel dengan mengisi kuesioner yang diberikan. Dalam pengambilan data digunakan rumus slovin untuk menghitung sampel minimal yang diambil dari populasi yang tersedia. Metode yang digunakan dalam penelitian ini adalah SEM-GeSCA. Metode ini digunakan karena terdapat persamaan yang menggambarkan bagaimana hubungan antara variabel yang ada serta jumlah sampel di bawah seratus responden. Hubungan variabel tersebut dapat digambarkan dengan tujuan dasar sesuai dengan yang telah dihipotesiskan.
Hasil: Ditemukan hasil bahwa terdapat pengaruh positif dari penerapan teknologi fungsi CRM terhadap RM dan business performance. Sesuai hasil identifikasi software CRM yang mayoritas digunakan oleh hotel di Surabaya adalah Power Pro Hotel System dan Visual Hotel Program. Dan dapat dilakukan analisis dari hasil penelitain bahwa hanya variabel customer support yang mempengaruhi relationship marketing dengan koefisien jalur sebesar 0,645. Pada relationship marketing mempengaruhi seluruh aspek performa bisnis secara keseluruhan meliputi financial perspective (0,522), customer perpective (0,891), internal process (0,853) dan learning and growth (0,806).
Manfaat: Dari hasil penelitian ini akan memberikan manfaat terhadap pihak hotel yang berkaitan dengan evaluasi terhadap strategi teknologi fungsi CRM yang telah diterapkan. Sehingga hotel mampu mempertahankan performa bisnisnya secara maksimal.
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Context: The development of the tourism sector in Surabaya city is increasingly providing good results. It is evidenced by the various awards given to Surabaya city and the number of tourists in Surabaya city is increasing. Hotels are the main tourism superstructures. The profit which is the part of the hotel business performance is obtained by most of the customers who make a reservation. Also, the implementation of CRM functions generally has become an integral part of the hotel. Of course, there is a link between the application of CRM functions and the performance of the hotel business.
Objective: The study was conducted to see the effect of the application of CRM function technology (internet service, customer support, marketing support) on relationship marketing and business performance (financial perspective, customer perspective, internal process, learning & growth) in hotels. This study hypothesizes that all CRM function technology variables have a positive correlation with relationship marketing and relationship marketing positively correlated with business performance. So that hotel companies remain maximal in improving business performance seeing from the technological aspects of the CRM function that are influential.
Method: Data is collected from hotel managers and hotel staff by filling in the questionnaire provided. In collecting data used Slovin formula to calculate the minimum sample taken from the available population. The method used in this study is SEM-GeSCA. This method is used because there are equations that describe how the relationship between the variables. Also, the number of samples is under one hundred respondents. The relationship of these variables described with the basic objectives according to what has been hypothesized.
Results: It was found that there was a positive influence from the application of CRM function technology to RM and business performance. According to the results of CRM software identification, the majority of which are used by hotels in Surabaya is Power Pro Hotel System and Visual Hotel Program. And analysis can be done from the research that only customer support variables affect relationship marketing with a path coefficient of 0.645. Relationship marketing affects all aspects of overall business performance including financial perspective (0.522), customer perspective (0.891), internal process (0.853) and learning and growth (0.806).
Benefits: From the results of this study will provide benefits to the hotel related to the evaluation of the CRM function technology strategies that have been implemented. So that the hotel can maintain its business performance to the fullest.
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