Pengaruh Customer Relationship Manajemen Terhadap Kepuasan Pelanggan Penumpang Maskapai Sriwijaya Air Palembang

Tujuan penelitian ini adalah untuk menganalisis pengaruh identifikasi pelanggan, akuisisi pelanggan, retensi pelanggan, dan pengembangan pelanggan baik secara parsial maupun simultan terhadap kepuasan pelanggan penumpang maskapai Sriwijaya Air di Palembang, serta mengetahui variabel yang berpengaruh paling dominan. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian kausal. Data primer diperoleh melalui penyebaran kuesioner kepada 100 responden penumpang Sriwijaya Air yang dipilih menggunakan purposive sampling, sedangkan analisis data dilakukan dengan regresi linear berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa secara simultan keempat dimensi CRM berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Secara parsial, variabel identifikasi pelanggan, akuisisi pelanggan, retensi pelanggan, dan pengembangan pelanggan terbukti memiliki pengaruh positif signifikan terhadap kepuasan pelanggan. Di antara keempat dimensi tersebut, pengembangan pelanggan merupakan variabel yang memberikan pengaruh paling dominan dengan nilai koefisien tertinggi. Temuan ini menegaskan bahwa penerapan strategi CRM yang komprehensif, khususnya pada aspek pengembangan pelanggan melalui peningkatan layanan bernilai tambah, sangat penting dalam meningkatkan kepuasan pelanggan. Kesimpulannya, pengelolaan CRM yang terintegrasi berkontribusi besar dalam membangun hubungan jangka panjang, memperkuat kepuasan, serta mendukung keberlanjutan bisnis Sriwijaya Air di tengah persaingan industri penerbangan yang semakin ketat. Kata Kunci: Customer Relationship Manajemen, Kepuasan Pelanggan, Identifikasi Pelanggan, Akuisisi Pelanggan, Retensi Pelanggan, Pengembangan Pelanggan. ABSTRACT The purpose of this study is to analyze the influence of customer identification, customer acquisition, customer retention, and customer development both partially and simultaneously on customer satisfaction of Sriwijaya Air passengers in Palembang, and to determine the most dominant influencing variables. The study uses a quantitative approach with a causal research type. Primary data was obtained by distributing questionnaires to 100 Sriwijaya Air passenger respondents selected using purposive sampling, while data analysis was carried out using multiple linear regression using SPSS. The results of the study indicate that simultaneously all four CRM dimensions have a positive and significant effect on customer satisfaction. Partially, the variables of customer identification, customer acquisition, customer retention, and customer development are proven to have a significant positive effect on customer satisfaction. Among the four dimensions, customer development is the variable that provides the most dominant influence with the highest coefficient value. These findings confirm that the implementation of a comprehensive CRM strategy, especially in the aspect of customer development through increasing value-added services, is very important in improving customer satisfaction. In conclusion, integrated CRM management contributes significantly to building long-term relationships, strengthening customer satisfaction, and supporting Sriwijaya Air's business sustainability amidst increasingly fierce competition in the aviation industry. Keywords : Customer Relationship Management, Customer Satisfaction, Customer Identification, Customer Acquisition, Customer Retention, Customer Development.