Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia

Research Article

Leadership Effect as a Moderating Variable to the Performance of CRM (UMN Case Study)

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  • @INPROCEEDINGS{10.4108/eai.1-10-2020.2305644,
        author={Arief Setyadi H and Y Budi Susanto and P. M. Winarno},
        title={Leadership Effect as a Moderating Variable to the Performance of CRM (UMN Case Study)},
        proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia},
        publisher={EAI},
        proceedings_a={ICEBE},
        year={2021},
        month={4},
        keywords={crm leadership data and information process technology human resources},
        doi={10.4108/eai.1-10-2020.2305644}
    }
    
  • Arief Setyadi H
    Y Budi Susanto
    P. M. Winarno
    Year: 2021
    Leadership Effect as a Moderating Variable to the Performance of CRM (UMN Case Study)
    ICEBE
    EAI
    DOI: 10.4108/eai.1-10-2020.2305644
Arief Setyadi H1,*, Y Budi Susanto1, P. M. Winarno1
  • 1: Universitas Multimedia Nusantara
*Contact email: arief.setyadi@student.umn.ac.id

Abstract

By studying the influence of Leadership as a moderating variable in CRM implementation, can be concluded the Effect of Leadership as a Moderating Variable on Performance CRM providing successful implementation results. A study was conducted on CRM at UMN with a population and a sample of CRM users at UMN. The results showed that: Data and Information variables had a positive influence on the CRM performance variables at UMN, with R2 of 0.532; Process variables have a positive influence with R2 of 0.555; Technology variables have a positive influence with R2 of 0.498; The Human Resources variable has a positive influence with R2 of 0.570. Meanwhile, the Leadership variable as a Moderator Variable has increased the R Square for each variable.The results is the variable that has the most decisive influence on CRM performance is the Variable of Human Resources; for this, it needs special attention when implementing CRM.