Pengaruh Customer Relationship Manajemen, Brand Personality dan Gaya Hidup terhadap Kepuasan Pelanggan (Studi Kasus pada Barbershop Lynford di Kota Surabaya) (The Influence of Customer Relationship Management, Brand Personality and Lifestyle on Customer Satisfaction (Case Study at Lynford Barbershop in Surabaya City))

Saputro, Bagas Irfan (2022) Pengaruh Customer Relationship Manajemen, Brand Personality dan Gaya Hidup terhadap Kepuasan Pelanggan (Studi Kasus pada Barbershop Lynford di Kota Surabaya) (The Influence of Customer Relationship Management, Brand Personality and Lifestyle on Customer Satisfaction (Case Study at Lynford Barbershop in Surabaya City)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

The growth of male and female barbershops is dominated by teenage boys and young adults who are no longer prestigious in dressing of new berbershops ultimately encourages the emergences of new barbershops which also increases competition in the industy. This research was counducted on lynford barbershop consumers in the city of Surabaya. Barbershop lynford which is a barbershop including a barbershop that has recorded growth in the city of Surabaya. The purpose of this study was to prove and analyze the effect of Customer Relationship Management (CRM), Brand Personality and Lifestyle on Customer Satisfaction at the Lynford Barbershop in Surabaya. The analysis technique used in this study uses Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, and Hypothesis Testing, namely t-test (partial test) and F-test (simultaneous test). Then the analytical tool used in this study uses SPSS version 22. While the type of data used is qualitative data. Sources of data in this study using primary data. The sampling method used the slovin formula. The number of samples studied were 100 respondents. The results showed that Customer Relationship Management (CRM) had a significant effect on customer satisfaction with the Lynford Barbershop service in the city of Surabaya. Brand Personality has a significant influence on customer satisfaction at Lynford Barbershop in Surabaya. Lifestyle has a signification effect on customer satisfaction at Lynford Barbershop in the city of Surabaya. Customer Relationship Management (CRM), Brand Personality and Lifestyle simultaneously have a significant influence on customer satisfaction at the Lynford Barbershop in Surabaya. Based on the coefficient of determination (RSquare) in the R Square column of 0,864 0r (86,4%) it means that the Customer variable (Y) can be explained by Customer Relationship Management (CRM) (X1), Brand Personality (X2) and Lifestyle (X3), Meanwhile (13,6) can be explained by variables other than Customer Relationship Management (CRM), Brand Personality and Lifestyle variables. Keywords: Customer Relationship Management, Brand Personality, Lifestyle, and Customer Satisfaction.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kata Kunci : Customer Relationship Management, Brand Personality, Gaya Hidup, dan Kepuasan Pelanggan
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1211800314 BAGAS IRFAN SAPUTRO
Date Deposited: 17 Oct 2022 02:57
Last Modified: 17 Oct 2022 02:57
URI: http://repository.untag-sby.ac.id/id/eprint/19436

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