| dc.contributor.author | ANGELICA, CLARA CLARISSA | |
| dc.date.accessioned | 2022-01-04T05:46:49Z | |
| dc.date.available | 2022-01-04T05:46:49Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/3968 | |
| dc.description | The purpose of this study is to determine the effect of customer relationship management and service quality at Aroma Lombok restaurant in increasing brand equity. The high growth of culinary business in Lombok has made the competition even tighter, this study related to the decline in people’s purchasing power due to the pandemic. For the sake of company sustainability, a restaurant must pay more attention to customers by paying attention relationship management which includes continuity marketing, one to one marketing, and partnering program also service quality to increase brand equity. This research used explanative quantitative research methods with judgment sampling techniques. Data collection in this study used a Google Form questionnaire which was distributed to 100 respondents who were at least 17 years old and had visited the Aroma Lombok restaurant at least once in a period of three months. This study used a Likert scale instrument and analyzed using multiple linear regression analysis techniques and processed using the SPSS program to obtain conclusions. The results of research on continuity marketing, one to one marketing, and partnering programs show that service quality has a positive and significant effect on increasing brand equity. | en_US |
| dc.description.abstract | Tujuan dari penelitian ini adalah untuk mengetahui pengaruh customer relationship management dan service quality restoran Aroma Lombok dalam meningkatkan brand equity. Berkembangnya bisnis kuliner di Lombok membuat persaingan semakin ketat, penelitian ini berkaitan dengan menurunnya daya beli masyarakat akibat pandemi. Demi keberlangsungan perusahaan, sebuah restoran harus menaruh perhatian lebih kepada pelanggan dengan memperhatikan customer relationship management yang mencakup continuity marketing, one to one marketing, dan partnering program serta service quality untuk meningkatkan brand equity. Penelitian ini menggunakan metode penelitian kuantitatif eksplanatif dengan tehnik judgement sampling. Pengumpulan data dalam penelitian ini menggunakan kuesioner berbentuk Google Form yang dibagikan kepada 100 orang responden yang berumur minimal 17 tahun dan sudah pernah mengunjungi restoran Aroma Lombok minimal sekali dalam kurun waktu tiga bulan. Penelitian ini menggunakan instrumen skala Likert dan dianalisis menggunakan tehnik analisis regresi linear berganda dan diolah menggunakan program SPSS untuk memperoleh kesimpulan. Hasil penelitian continuity marketing, one to one marketing, dan partnering program, service quality berpengaruh positif dan signifikan untuk meningkatkan brand equity. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Brand Equity | en_US |
| dc.subject | Continuity Marketing | en_US |
| dc.subject | Customer Relationship Management (CRM) | en_US |
| dc.subject | Partnering Program | en_US |
| dc.subject | Service Quality | en_US |
| dc.title | PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN SERVICE QUALITY RESTORAN AROMA LOMBOK DALAM MENINGKATKAN BRAND EQUITY | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0702068502 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40217002 | |
| dc.identifier.dosenpembimbing | AGUSTINUS NUGROHO | |
