Analisis Pengaruh Customer Relationship Management Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen

Abstract

The background of this research is the condition of business competition in Indonesia, which
is currently getting tougher, requiring retail business players to provide the best quality
services to increase customer loyalty, namely through Customer Relationship Management
and improve service quality. This study aims to determine the effect of Customer Relationship
Management and service quality on consumer loyalty between Superindo and Bravo
Supermarkets in Jombang City. The research design used was quantitative analysis research.
The data collection method used a questionnaire and the research instrument used a Likert
scale. Sampling used a non-probability sampling technique by means of purposive sampling.
Then the data obtained were analyzed using Validity Test, Reliability Test, Classical
Assumption Test, Multiple Linear Regression Analysis, and Hypothesis Testing through t Test
and F Test. The results showed that Customer Relationship Management and service quality
simultaneously and partially had a significant effect on loyalty consumers between Superindo
and Bravo Supermarkets in the city of Jombang. It is advisable for Superindo and Bravo
Jombang to be able to further increase the value of CRM and Service Quality by building more
communication with customers, and being able to pay more attention to what customers want.