PENGARUH CRM TERHADAP KEPUTUSAN PEMBELIAN SERVIS PADA APLIKASI WAHANA HONDA

Abstrak

This study aims to analyze the impact of Customer Relationship Management (CRM) on service purchase decisions through the Wahana Honda application. CRM is a strategy used by companies to build long-term relationships with customers by effectively managing data and interactions. The Wahana Honda application is designed to enhance customer satisfaction by providing features such as service booking, schedule reminders, and personalized promotions. This research adopts a quantitative approach using a survey method involving 150 respondents, who are users of the Wahana Honda application. Data were collected through questionnaires measuring three key dimensions of CRM: application usability, service personalization, and customer satisfaction. The results of regression analysis indicate that CRM has a significant influence on service purchase decisions, with a contribution value of 75%. The service personalization dimension emerged as the most dominant factor, followed by application usability and customer satisfaction. These findings suggest that customers tend to choose the Wahana Honda application because it effectively meets their specific needs in an easy and efficient manner. Additionally, features such as service schedule reminders and promotional offers enhance customer loyalty. These results provide practical implications for Wahana Honda’s management to continuously innovate CRM strategies, such as integrating artificial intelligence and data analytics to predict future customer needs. This study is expected to serve as a reference for the development of similar applications in the automotive industry to improve service quality and competitiveness.