HUBUNGAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DENGAN LOYALITAS PEMUSTAKA : Studi Kuantitatif Deskriptif pada Website Perpustakaan Telkom University

Customer Relationship Management merupakan strategi yang diterapkan Perpustakaan Telkom University (Tel-U) untuk menjalin hubungan yang baik dengan pemustaka serta menjaga loyalitas pemustaka. Perpustakaan Tel-U memiliki sarana dan prasarana yang cukup memadai dan hampir berbagai layanan sudah terintegrasi dengan teknologi mumpuni untuk meningkatkan kualitas layanan. Salah satu bentuk penerapan Customer Relationship Management (CRM) dengan memanfaatkan teknologi di bidang pelayanan perpustakaan yaitu website Perpustakaan (openlibrary.telkomuniversity.ac.id). Tujuan penelitian ini yaitu untuk mengetahui bagaimana hubungan antara Customer Relationship Management (CRM) dengan loyalitas pemustaka di Perpustakaan Tel-U; Adakah hubungan antara data Customer Relationship Management dengan loyalitas pemustaka di Perpustakaan Tel-U; Adakah hubungan antara teknologi Customer Relationship Management dengan loyalitas pemustaka di Perpustakaan Tel-U; Adakah hubungan antara sumber daya manusia Customer Relationship Management dengan loyalitas pemustaka di Perpustakaan Tel-U; Adakah hubungan antara proses Customer Relationship Management dengan loyalitas pemustaka. Penelitian ini menggunakan metode deskriptif korelasional dengan pendekatan kuantitatif. Populasi pada penelitian ini yaitu mahasiswa Tel-U sebagai pemustaka yang secara aktif memanfaatkan website Perpustakaan. Teknik sampel dalam penelitian ini menggunakan simple random sampling. Sampel penelitian ini sebanyak 100 pemustaka ditentukan berdasarkan rumus Slovin. Instrumen penelitian ini ialah angket dengan menggunaka skala likert yang dianalisis menggunakan analisis rank spearman. Hasil penelitian menunjukkan bahwa terdapat hubungan yang positif dengan tingkat hubungan yang sedang dan signifikan antara Customer Relationship Management dengan loyalitas pemustaka baik dari aspek data, teknologi, sumber daya manusia, maupun proses Customer Relationship Management. Kata Kunci: Customer Relationship Management, loyalitas pemustaka, Perpustalaan Telkom University. ------- Customer relationship management is a strategy implemented by the Telkom University Library (Tel-U) to establish good relationships with users and maintain user loyalty. The Tel-U library has sufficient facilities and infrastructure and almost a variety of services have been integrated with qualified technology to improve service quality. One form of customer relationship management (CRM) is by utilizing technology in the field of library services, namely the Library website (openlibrary.telkomuniversity.ac.id). The purpose of this study is to find out how the relationship between customer relationship management (CRM) and user loyalty in the Tel-U Library; Is there a relationship between customer relationship management data and user loyalty in the Tel-U Library; Is there a relationship between customer relationship management technology and user loyalty in the Tel-U Library; Is there a relationship between customer relationship management human resources and user loyalty in the Tel-U Library; Is there a relationship between the customer relationship management process and user loyalty. This study uses a descriptive correlational method with a quantitative approach. The population in this study is Tel-U students as users who actively utilize the Library website. The sample technique in this study used simple random sampling. The sample of this study as many as 100 users was determined based on Slovin formula. The instrument of this study is a questionnaire using the Likert scale which is analyzed using Spearman rank analysis. The results showed that there was a positive relationship with the level of moderate and significant relationships between customer relationship management with user loyalty both from aspects of data, technology, human resources, and customer relationship management processes. Keywords: customer relationship management, Telkom University Library, user loyalty