Pengaruh Customer Relationship Management (CRM) terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening
DOI:
https://doi.org/10.32493/jpkpk.v7i1.32117Keywords:
Manajemen Hubungan Pelanggan, Loyalitas Pelanggan, Kepuasan PelangganAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh customer relationship management (CRM) terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Responden yang terlibat dalam penelitian ini adalah konsumen Mixue yang berdomisili di wilayah Jabodetabek, berusia 17 tahun ke atas, dan telah mengkonsumsi produk Mixue minimal lima kali dalam tiga bulan terakhir. Data yang terkumpul dianalisis dengan menggunakan teknik SEM AMOS untuk menganalisis data yang diperoleh dari 200 responden. Temuan penelitian ini menunjukkan bahwa CRM berdampak pada kepuasan pelanggan, CRM berdampak pada loyalitas pelanggan, kepuasan pelanggan berdampak pada loyalitas pelanggan, dan CRM berdampak pada loyalitas pelanggan melalui kepuasan pelangganReferences
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