Fazzirah, Intan Ayu Nur (2025) Pengaruh Manajemen Pengetahuan, Komitmen Organisasi dan Manajemen Hubungan Pelanggan terhadap Kepuasan Pelanggan Skincare Emina. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The skincare industry in Indonesia has experienced rapid growth in line with increasing public awareness of skincare. One prominent brand in this segment is Emina, targeting teenage and young adult consumers. This study aims to analyze the influence of knowledge management, organizational commitment, and customer relationship management on customer satisfaction with Emina skincare products. This research employs a quantitative approach with data collected through questionnaires. The respondents are Emina customers who have made at least two purchases in the last six months. The collected data is analyzed using multiple linear regression to examine the relationships between variables. The results indicate that knowledge management has a positive and significant effect on customer relationship management. Organizational commitment also positively influences customer relationship management. Furthermore, customer relationship management significantly impacts customer satisfaction. Therefore, an effective customer relationship management strategy, supported by strong knowledge management and organizational commitment, can enhance customer satisfaction with Emina skincare products. Keywords: Knowledge Management, Organizational Commitment, Customer Relationship Management, Customer Satisfaction, Emina Skincare.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | INTAN AYU NUR FAZZIRAH |
| Date Deposited: | 13 Mar 2025 01:25 |
| Last Modified: | 13 Mar 2025 01:25 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13359 |
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