PENGARUH CUSTOMER RELATIONSHIPMANAGEMENT TERHADAP KEPUASAN NASABAH ASURANSI PADA PT. PRUDENTIAL CABANG WIJAYAPURA KOTA JAMBI

LVINGHIOVANI, LVINGHIOVANI (2022) PENGARUH CUSTOMER RELATIONSHIPMANAGEMENT TERHADAP KEPUASAN NASABAH ASURANSI PADA PT. PRUDENTIAL CABANG WIJAYAPURA KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT v (ALVIN GHIOVANI / 1700861201218 / THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON INSURANCE CUSTOMER SATISFACTION AT PT. PRUDENTIAL BRANCH WIJAYA PURA JAMBI CITY. 1 st ADVISOR PUPU SOPINI, S.E., M.M; 2 nd ADVISOR RIKO MAPPADECENG, S.E., M.M) The purpose of this study is to describe customer relationship management and customer satisfaction at PT. Prudential Wijaya Pura Branch Jambi City; and to analyze the influence of customer relationship management on customer satisfaction at PT. Prudential Wijaya Pura Branch JambiCity. To answer the research objectives, the authors use theoretical studies related to research variables. The customer relationship management variable used in this study refers to the theory proposed by Ndubisi (2007) with three indicators of customer relationship management, namely communication, commitment, and trust. Then for the customer satisfaction variable, the theory used refers to the theory proposed by Fornel, et al in Tjiptono (2014) which says that there are three important aspects in measuring customer satisfaction, namely: overall satisfaction; conformation of expectations; and comparison to ideal. This study uses a quantitative descriptive method. With the population in this study are PT Prudential Life Assurance customers on Jl. Col Pol M Thaher, Wijaya Pura, South Jambi, Jambi City, totaling 319 customers in 2020. As for the sample size in this study using the Slovin method with a margin of e = 10%, in order to obtain a sample of 77. The analysis technique uses the regression equation, continued by testing r Square and partially testing the hypothesis with t test. From the data processing performed, the regression equation Y = 11.392 + 0.392.X was obtained. Meanwhile, from the hypothesis testing conducted, the result is that customer relationship management is 7.742 with a significance of 0.000, due to the t-count > t-table (7.742 > 1.9925) it can be concluded that customer relationship management has a positive and significant effect on customer satisfaction. Based on the results of data analysis and discussion in this study, it can beconcluded that customer relationship management and customer satisfaction at PT. Prudential Wijaya Pura Branch Jambi City in Good Condition and Quite Satisfied. In addition, it is also known that customer relationship management has a positive and significant effect on customer satisfaction at PT. Prudential Wijaya Pura Branch Jambi City. Where the coefficient value of Customer Relationship Management on customer satisfaction is 0.392. Which means that each additional value of Customer Relationship Management will increase customer satisfaction by0.392 Keywords: Customer Relationship Management and Customer Satisfaction.

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