Pengaruh Dari Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Ada Swalayan, Kota Bogor

Maura Salsabila Kautsar; Agung Prayudha Hidayat; Derry Aditia; Dwi Cahyo Nugroho; Nisa Naillah Rahmawati; Safitri Astiani; Ulya Khoirunisa

doi:10.61132/manuhara.v2i3.928

Authors

Maura Salsabila Kautsar Institut Pertanian Bogor
Agung Prayudha Hidayat Institut Pertanian Bogor
Derry Aditia Institut Pertanian Bogor
Dwi Cahyo Nugroho Institut Pertanian Bogor
Nisa Naillah Rahmawati Institut Pertanian Bogor
Safitri Astiani Institut Pertanian Bogor
Ulya Khoirunisa Institut Pertanian Bogor

DOI:

https://doi.org/10.61132/manuhara.v2i3.928

Keywords:

Customer Relationship Management (CRM), Quality of Service, Marketing Mix, Customer Loyalty

Abstract

The pursue of this research is to analyze correctional relationship between customer relationship management (CRM) as quality of service and marketing mix to customer loyalty of ADA Swalayan in Bogor. The primary data are collected through questionnaire of 52 respondents who have made transactions in ADA Swalayan and analyzed the data with Structural Equation Modeling (SEM) using software SPSS. The results of the research show that Customer Management Relationship has an influence on customer loyalty of the ADA Swalayan as well.

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