PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS TAMU YANG MENGINAP DI HOTEL MERCURE BANDUNG SETIABUDI

Pariwisata merupakan salah satu industri yang mampu mempercepat pertumbuhan perekonomian dan juga penyediaan lapangan kerja, standar hidup, serta peningkatan penghasilan. Pariwisata juga merealisasi industri-industri klasik seperti industri kerajinan tangan, penginapan, dan transportasi. Seiring dengan berkembangnya akomodasi pendukung pariwisata seperti hotel maka bermunculan berbagai macam hotel bintang empat di Bandung salah satunya yaitu Hotel Mercure Bandung Setiabudi. Menurunnya occupancy dan tidak mencapainya target yang ditetapkan pada Hotel Mercure Bandung Setiabudi berdedikasi terhadap turunnya loyalitas tamu, salah satunya yaitu tamu le club member. Oleh karena itu cara untuk meningkatkan loyalitas dari tamu le club member yaitu salah satunya dengan menciptakan dan menjalankan customer relationship management yaitu proses keseluruhan dalam membangun dan mempertahankan hubungan dengan pelanggan yang menguntungkan dengan memberikan nilai yang unggul dan kepuasaan bagi pelanggan. Tujuan dalam penelitian ini yaitu untuk mencari hasil temuan pengaruh antara customer relationship management terhadap loyalitas tamu di Hotel Mercure Bandung Seriabudi. Dalam penelitian ini variabel bebas (X) yaitu customer relationship management yang terdiri dari customer orientation, technology based CRM dan knowledge management dan variabel terikatnya (Y) yaitu loyalitas tamu yang terdiri dari melakukan pembelian secara teratur, membeli diluar lini produk, merekomendasikan produk lain, dan menunjukan kekebalan daya tarik produk sejenis dari pesaing. Jenis penelitian yang digunakan ialah penelitian deskriptif verifikatif dan metode yang digunakan ialah survei teknik simple random sampling, maka diperoleh jumlah sampel sebanyak 100 responden tamu le club member. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi berganda. Hasil penelitian ini menunjukan bahwa customer relationship management memberikan pengaruh yang signifikan terhadap loyalitas tamu di Hotel Mercure Bandung Setiabudi. Kata kunci: customer relationship management, loyalitas tamu, Hotel Mercure Bandung Setiabudi Tourism is one of an industry that is capable to increase the growth of economy, vacancy, life standard, and enhancement of salary. Tourism also realized classic industries such as hand craft industry, lodging and transportation. Along the development of supported tourism accommodation like hotel therefore popping up various kind of four star hotel in Bandung one of them is Mercure Bandung Setiabudi Hotel. The decrease of occupancy and the unreached target which has been set in Mercure Bandung Setiabudi Hotel dedicated toward the decrease of customer loyalty, one of them is the le club member guest. Therefore one of the ways to improve the loyalty of the le club member guest is creating and operating customer relationship management which is an overall process in building and maintaining the relationship with customer which profitable with giving a high value and satisfaction for customer. The purpose in this research is to seek the finding of the effect of Customer Relationship Management to the customer loyalty at Mercure Bandung Setiabudi Hotel. The independent variable (X) of this study is customer relationship management which consist of customer orientation, technology based CRM and knowledge management and the dependent variable (Y) is Customer Loyalty which consist of makes regular repeat purchase, purchase across product and service lines, refers other, and demonstrates an immunity to the full of the competition. The type of study that used in this research is descriptive verificative and the method that used is simple random sampling technique. Therefore obtained a total sample of 100 respondents of le club member guest. The data analysis technique and hypothesis test which used is multivariate regression. The result of this study showed that customer relationship management give a significant impact toward the customer loyalty in Mercure Bandung Setiabudi Hotel. Keyword: customer relationship management, customer loyalty, Hotel Mercure Bandung Setiabud