LOYALITAS PELANGGAN AHASS SUMJAYA MOTOR: PERAN E-CRM, KUALITAS LAYANAN DAN CITRA MEREK
Abstract
Kajian ini bertujuan menelaah sejauh mana electronic customer relationship management (e-CRM), mutu pelayanan, dan citra merek ikut menentukan loyalitas pelanggan di AHASS Sumjaya Motor Samarang. Latar belakangnya adalah pola naik-turun jumlah pelanggan yang kembali melakukan servis sepanjang Juli sampai Desember 2025. Fenomena tersebut mendorong penelusuran lebih jauh atas faktor-faktor pembentuk loyalitas. Pendekatan yang digunakan bersifat kuantitatif berdesain asosiatif-verifikatif. Data dikumpulkan melalui kuesioner berskala Likert yang diberikan kepada pelanggan yang pernah menggunakan layanan servis sekaligus pernah memperoleh informasi digital dari perusahaan. Dari proses tersebut terhimpun 150 jawaban, dengan 101 di antaranya layak dianalisis. Pengolahan datanya mencakup pengujian validitas dan reliabilitas, pemeriksaan asumsi klasik, korelasi, model regresi berganda, serta pengujian parsial, simultan, dan koefisien determinasi. Temuan memperlihatkan e-CRM berarah positif tetapi tidak signifikan terhadap loyalitas. Sebaliknya, mutu pelayanan terbukti berpengaruh nyata, begitu pula citra merek yang sekaligus tampil sebagai penentu paling dominan. Diuji bersama-sama, ketiga variabel itu memberi pengaruh signifikan terhadap loyalitas dengan R Square 0,917. Simpulannya, loyalitas pelanggan di bengkel resmi lebih banyak dibentuk oleh pengalaman layanan langsung dan penilaian terhadap merek, sementara e-CRM lebih berfungsi sebagai sarana pendukung untuk menjaga komunikasi dan memperkuat retensi
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