Adistra, Muhammad Andika (2023) Pengaruh customer relationship management (CRM) loyalitas pemain generasi milenial RF return dimoderasi kepuasan pelanggan di Indonesia. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to examine the impact of Customer Relationship
Management (CRM) on the loyalty of millennial generation customers in RF Return and to evaluate the role of customer satisfaction as a moderator between CRM and customer loyalty. The independent variable in this study is CRM, the dependent variable is customer loyalty, and the moderating variable is customer satisfaction. The sample consists of millennials who play the game for at least 4 hours, selected using non-probability sampling and purposive sampling based on certain characteristics. The research employs a quantitative and deductive
approach, with theory as the primary foundation. The results indicate that CRM has a positive impact on the loyalty of millennial customers in RF Return, and customer satisfaction also has a significant influence on loyalty. Additionally, customer satisfaction moderates the effect of CRM on customer loyalty. Overall, CRM and customer satisfaction together influence the loyalty of millennial
customers in RF Return

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Prof. Dr. Haris Maupa, M.Si.
Uncontrolled Keywords: Keywords: Customer Relation Management, Millenials Loyalty, Customer Satisfaction
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 10 Jun 2026 08:48
Last Modified: 10 Jun 2026 08:48
URI: https://repository.untar.ac.id/id/eprint/49879

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