KONTRlBUSl CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBENTUK REPUTASI UNlVERSlTAS WIDYATAMA
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Date
2008-05
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Journal Title
Journal ISSN
Volume Title
Publisher
Jurnal Bisnis, Manajemen & Ekonomi, Universitas Widyatama, Volume 9 Nomor 4
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.
Description
Keywords
acquiring, retaining, partnering, reputation