KONTRlBUSl CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBENTUK REPUTASI UNlVERSlTAS WIDYATAMA

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KONTRlBUSl CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBENTUK REPUTASI UNlVERSlTAS WIDYATAMA

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Title: KONTRlBUSl CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBENTUK REPUTASI UNlVERSlTAS WIDYATAMA
Author: Herawati, Shinta Dewi
Abstract: With more increasing number of Universities,the competition in educational industry become higher. The impact of this to Widyatama University (UTAMA), is that applicants interest to the University is continuously lowering. The cause of decreasing number in students submitting their applications to the university, beside of tight competition factor between Universities is also indicated by another factor, that is of the university reputation which trend to be decline in the latest years. This paper tries to discuss more focusly on the contribution of the university using of CRM in building its reputation. The purpose of research are in identifying CRM application which include acquiring, retaining and partnering in UTAMA, in identifying UTAMA reputation from students perceptions and in identifying CRM contribution in building UTAMA reputation. The research is a descriptive verificative survey using simple random sampling in its sampling method. The sample amounts to 97 respondents data collecting includes, library study, interview, observation and spreading questionnaires. Data analysis used are multiple regression and path analysis methods. Hypothesis testing result show that acquiring, retaining and partnering variables simultaneously are approved to influence reputation significantly at 5% significant level. Individually acquiring, retaining and partnering variables are approved to influence reputation significantly. Regression analysis results in 0,429 determination coefficient which means that 42,9 percent UTAMA reputation can be explained and influenced by acquiring, retaining and partnering factors. The rest 57,1 percent is explained by other variables.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3246
Date: 2008-05


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