ANALISIS KUALITAS PRODUK, KUALITAS PELAYANAN DAN PENGGUNAAN MEDIA SOSIAL TERHADAP KEPUASAN PELANGGAN DENGAN CRM / CUSTOMER RELATIONSHIP MANAJEMEN (MANAJEMEN HUBUNGAN PELANGGAN) SEBAGAI VARIABLE MODERATING PADA PT. SIMPUR MOBIL LAMPUNG (BRAND DFSK MOTORS)

ISHARANDI, FIKRI and FEBRIYANSYAH, FEBRIYANSYAH (2026) ANALISIS KUALITAS PRODUK, KUALITAS PELAYANAN DAN PENGGUNAAN MEDIA SOSIAL TERHADAP KEPUASAN PELANGGAN DENGAN CRM / CUSTOMER RELATIONSHIP MANAJEMEN (MANAJEMEN HUBUNGAN PELANGGAN) SEBAGAI VARIABLE MODERATING PADA PT. SIMPUR MOBIL LAMPUNG (BRAND DFSK MOTORS). Masters thesis, Institut Informatika Dan Bisnis Darmajaya.

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Abstract

This study aims to analyze the influence of product quality, service quality, and social media usage on customer satisfaction at PT. Simpur Mobil Lampung (DFSK Motors brand), with Customer Relationship Management (CRM) as a moderating variable. The study employs a quantitative approach using a survey method with a 5-point Likert scale questionnaire distributed to 92 customers who had their vehicles serviced at the official DFSK Lampung workshop. Data analysis was conducted using multiple linear regression and moderation regression through SPSS version 25. The results indicate that product quality, service quality, and social media have a positive and significant effect on customer satisfaction, with service quality being the most dominant factor. However, CRM was not found to moderate the relationship between these three variables and customer satisfaction, meaning the effects of product quality, service quality, and social media are direct. These findings provide practical implications for the management of PT. Simpur Mobil Lampung to enhance product quality, service quality, and social media interactions, as well as to manage CRM more effectively to strengthen customer loyalty and satisfaction. Keywords : Product Quality, Service Quality, Social Media, Customer Relationship Management, Customer Satisfaction, DFSK Motors.

Item Type: Thesis (Masters)
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
eTheses
Divisions: Pasca Sarjana > Magister Manajemen
Depositing User: Fikri Isharandi
Date Deposited: 03 Feb 2026 01:23
Last Modified: 03 Feb 2026 01:23
URI: http://repo.darmajaya.ac.id/id/eprint/23189

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