Azila, Sara Nur (2025) Analisis Implementasi Customer Relationship Management (CRM) pada Aplikasi Coffee Shop Kekinian di Kota Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The coffee shop industry in Surabaya is experiencing rapid growth due to increasing customer interest in coffee culture. Intense competition has driven business owners to adopt Customer Relationship Management (CRM) strategies to enhance customer loyalty. This study aims to analyze CRM implementation in coffee shop applications in Surabaya and measure its impact on customer satisfaction and loyalty. A quantitative research approach with Partial Least Square (PLS) analysis was used. Data were collected through a questionnaire from 163 respondents who are users of coffee ordering applications in Surabaya. The findings indicate that application design, customer identification, customer attraction, customer retention, and customer development significantly influence customer satisfaction. Additionally, customer satisfaction positively contributes to customer loyalty and revisit intention. The study highlights the importance of optimizing digital CRM strategies to improve customer engagement and retention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 000 - COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 000 - 009 COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 004 - COMPUTER SCIENCE |
| Divisions: | Bachelor of Information Systems |
| Depositing User: | Sara Nur Azila |
| Date Deposited: | 03 Mar 2025 02:25 |
| Last Modified: | 03 Mar 2025 02:25 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13012 |
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