Analisis Customer Relationship Management (CRM) terhadap Customer Relationship Quality (CRQ) dan Customer Lifetime Value (CLV) Rumah Zakat di Indonesia

Andhi Irawan

Abstract


Latar belakang penelitian ini adalah pengembangan Ekonomi Islam yang semakin cepat dan kesadaran pengelolaan zakat yang harus lebih profesional dan modern. Rumah Zakat sebagai salah satu Lembaga Zakat swasta (LAZ) terbesar di Indonesia, telah menerapkan alat Customer Relationship Management (CRM) untuk mendukung hubungan Rumah Zakat dengan para donatur Rumah Zakat dengan meningkatkan Customer Lifetime Value (CLV) melalui variabel Pelanggan Kualitas Hubungan (CRQ)
Penelitian menggunakan data primer yang diperoleh dengan menggunakan kuesioner online bentuk google. Formulir tautan google quiestionnare didistribusikan ke donatur Rumah Zakat di seluruh Indonesia sebagai penduduk, melalui media sosial yang memiliki persahabatan dengan media sosial yang dimiliki oleh Rumah Zakat. Kuesioner yang didistribusikan diselesaikan oleh 174 responden yang valid sebagai sampel, yang kemudian diuji menggunakan Path Analysis SEM AMOS 24 alat tes.
Hasil penelitian ini menunjukkan bahwa proses manajemen hubungan pelanggan (CRM) menggunakan alat hubungan pelanggan dapat secara signifikan mempengaruhi Customer Relationship Quality (CRQ). Customer Relationships Quality (CRQ) dapat secara signifikan Customer Lifetime Value (CLV). Customer Relationship Management (CRM) tidak akan dapat secara langsung mempengaruhi Customer Lifetime Value (CLV) secara signifikan tanpa Customer Relationship Quality (CRQ). Customer Relationship Management (CRM) akan secara positif dan signifikan mempengaruhi Customer Lifetime Value (CLV) melalui Customer Relationship Quality (CRQ).


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DOI: http://dx.doi.org/10.18592/at-taradhi.v10i1.2802

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