PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN GOOD UNIVERSITY GOVERNANCE (GUG) TERHADAP CITRA DI UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL (TA.6.25.002)

ISTIQOMAH, LUTFIANA (2025) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN GOOD UNIVERSITY GOVERNANCE (GUG) TERHADAP CITRA DI UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL (TA.6.25.002). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.

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Abstract

ABSTRAK Di era kemajuan IPTEK, persaingan perguruan tinggi di Indonesia semakin kompetitif terutama pada perguruan tinggi swasta. Hal ini membuat khawatir bagi beberapa institusi termasuk Universitas Logistik dan Bisnis Internasional (ULBI) yang masuk dalam golongan salah satu PTS di Indonesia. Saat ini, ULBI masih dalam tahap rebranding akibat dari penggabungan dua institusi yaitu STIMLOG dan Poltekpos. ULBI sudah terakreditas “BAIK” dan baru memiliki satu program studi terakreditasi “UNGGUL” dari 14 program studi yang tersedia. Sehingga dibutuhkan citra positif yang menjadi aset berharga dalam persaingan dan salah satu cara untuk mencapai citra tersebut dengan customer relationship management dan good university governance. Maka, dilakukanlah penelitian untuk mengetahui apakah customer relationship management dan good university governance berpengaruh terhadap citra di ULBI. Penelitian ini bersifat kuantitatif dengan menggunakan metode survey explanatory dan analisis deskriptif asosiatif kausalitas. Adapun hasil yang diperoleh bahwa customer relationship management dan good university governance memiliki pengaruh yang positif terhadap citra di ULBI. Hal ini menunjukkan bahwa semakin baik hubungan antara customer dengan pelanggan dan semakin baik tata kelola perusahan maka akan semakin kuat pula citra perusahaan. Kata Kunci: Customer Relationship Management (CRM), Good University Governance (CRM), Citra. ABSTRACT The competition between Indonesian universities has become more intense in the age of technical growth, particularly among private colleges. A number of organizations, notably the Universitas Logistik dan Bisnis Internasional (ULBI), one of Indonesia's private universities, are concerned about this. Due to the merger of two institutes, Poltekpos and STIMLOG, ULBI is still in the process of rebranding. Out of the 14 accessible study programs, ULBI has only one certified "Excellent" program out of its "Good" accreditation. As a result, a favorable reputation is crucial for gaining a competitive advantage. Good University Governance (GUG) and Customer Relationship Management (CRM) are two strategies to accomplish this goal. Thus, the purpose of this study was to ascertain whether CRM and GUG have an impact on ULBI's reputation. Descriptive associative causality analysis and the explanatory survey approach are used in this quantitative study. It is possible to draw the conclusion that CRM and GUG improve ULBI's reputation based on the problem and research hypothesis development, test outcomes, and other factors. This demonstrates that a company's reputation will gain strength in proportion to the quality of its customer relationships and corporate governance. Keywords: Customer Relationship Management (CRM), Good University Governance (CRM), Image.

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Sekolah Vokasi > Manajemen Pemasaran D3
Depositing User:	PKL TIGA TIGA
Date Deposited:	17 Jul 2026 04:11
Last Modified:	17 Jul 2026 04:11
URI:	http://eprints.ulbi.ac.id/id/eprint/4132

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