Pengaruh CRM Dan Aktivitas Sales and Marketing Terhadap Retensi Tamu

Peran Moderasi Kepuasan Pelanggan Pada Sari Pacific Jakarta, Autograph Collection

Abstract

Persaingan yang semakin ketat dalam industri perhotelan menuntut perusahaan untuk membangun hubungan pelanggan yang kuat, meningkatkan efektivitas aktivitas pemasaran, dan memastikan kepuasan pelanggan guna mempertahankan tamu. Dalam konteks tersebut, retensi tamu menjadi salah satu indikator penting keberlanjutan bisnis karena berkaitan dengan kecenderungan pelanggan untuk kembali menggunakan layanan hotel. Penelitian ini bertujuan menganalisis pengaruh Customer Relationship Management (CRM), aktivitas Sales & Marketing, dan kepuasan pelanggan terhadap retensi tamu, serta menguji peran moderasi kepuasan pelanggan pada Sari Pacific Jakarta, Autograph Collection. Penelitian ini menggunakan pendekatan kuantitatif melalui survei terhadap 157 tamu. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 3. Hasil penelitian menunjukkan bahwa CRM berpengaruh positif dan signifikan terhadap retensi tamu (β=0,344; t=2,564; p=0,005), aktivitas Sales & Marketing berpengaruh positif dan signifikan terhadap retensi tamu (β=0,409; t=2,545; p=0,006), dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap retensi tamu (β=0,465; t=2,827; p=0,002). Kepuasan pelanggan juga terbukti memperkuat hubungan CRM dengan retensi tamu (β=0,143; t=1,862; p=0,032) serta hubungan aktivitas Sales & Marketing dengan retensi tamu (β=0,170; t=2,141; p=0,016). Temuan ini menunjukkan bahwa pengelolaan hubungan pelanggan, efektivitas aktivitas Sales & Marketing, dan peningkatan kepuasan pelanggan merupakan faktor penting dalam memperkuat retensi tamu. Oleh karena itu, strategi yang terintegrasi antara CRM, aktivitas pemasaran, dan peningkatan pengalaman pelanggan diperlukan untuk mendorong kecenderungan tamu melakukan kunjungan atau menginap kembali

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