Pengaruh Omnichannel Service Quality dan Customer Relationship Management terhadap Customer Engagement (Studi pada Pelanggan Cottonink) - Hifzhil Rahman, - (2022)
Industri fashion masih terus mengalami perkembangan sehingga menghasilkan trend mode dan gaya serta menjadi sebuah peluang dalam berbisnis. Dengan peluang ini, banyak munculnya perusahaan yang berfokus di industri fashion. Perusahaan harus terus melakukan pelayanan kepada pelanggannya lebih baik daripada pesaing-pesaingnya, dan memperkuat hubungan dengan pelanggannya agar pelanggan tidak berlari ke perusahaan lain dan tercapainya kesuksesan customer engagement. Penelitian ini bertujuan untuk mengetahui Pengaruh Omnichannel Service Quality dan Customer Relationship Management terhadap Customer Engagement. Jenis penelitian yang digunakan adalah deskriptif verifikatif yaitu dengan penggambaran dan pemaparan variabel-variabel yang diteliti dan kemudian ditarik kesimpulan. Variabel terikat dalam penelitian ini adalah customer engagement (Y), omnichannel service quality (X1) dan customer relationship management (X2) sebagai variabel bebas. Populasi dalam penelitian ini adalah pengunjung website Cottonink. Pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling (pengambilan sampel dengan menentukan kriteria-kriteria tertentu) dengan menggunakan teknik non-probability sampling terhadap 200 pengunjung website. Teknik analisis yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS versi 26.0 for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran omnichannel service quality dan customer relationship management terhadap customer engagement berada pada kategori baik. Omnichannel service quality dan Customer relationship management memiliki pengaruh yang positif dan signifikan terhadap customer engagement. Kata kunci: Omnichannel Service Quality, Customer Relationship Management, dan Customer Engagement Hifzhil Rahman (1701207), Influence of Omnichannel Service Quality and Customer Relationship Management on Customer Engagement (Study on Customer Cottonink) under the guidance of Prof. Dr. Ratih Hurriyati, M.P and Lisnawati S.Pd., MM. Fashion industry has been developing so that it produces fashion and style trends, and it has become a business opportunity. With this opportunity, lots of companies has focused on the fashion industries. Companies must continue serving their customers better than their competitors, and strengthen relationships with their customers so that customers will not run to other companies and achieve successful customer engagement. This research aims at determining the effect of Omnichannel Service Quality and Customer Relationship Management on Customer Engagement. The type of this research used is descriptive verification, namely by describing and explaining the studied variables, then taking conclusions. The dependent variables in this research are customer engagement (Y), omnichannel service quality (X1) and customer relationship management (X1) as independent variables. The population of this research were visitors to the Cottonink website. Sampling in this research has used a purposive sampling method (sampling by determining certain criteria) using a non-probability sampling technique of 200 website visitors. The analysis technique used is Structural Equation Modeling (SEM) analysis with IBM SPSS AMOS version 26.0 for Windows program tools. The results of this research indicate that the description of omnichannel service quality and customer relationship management on customer engagement is in the good category. Omnichannel service quality and Customer relationship management have a positive and significant impact on customer engagement. Keywords: Omnichannel Service Quality, Customer Relationship Management, Customer Engagement