PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN
ABSTRACT: This study aims to
clarify the effect of customer relationship management and customer
satisfaction to customer loyalty Ramayana Department Store in Denpasar. The
study uses a quantitative approach. The sample in this study of 120 people by
using non-probability sampling and purposive technique. The research instrument
a questionnaire and analyzed using path analysis (path analysis). The results
of this study indicate that the customer relationship management and customer
satisfaction have partial significant influence on customer loyalty where
customer satisfaction also has a positive role in mediating the effect of CRM
on customer loyalty. Customer relationship management and customer satisfaction
affects customer loyalty at 73.5 percent while the remaining 26.5 percent is
influenced by other factors.
KEYWORDS: customer
relationship management (CRM); satisfaction; customer loyalty
Penulis: Dewa Ayu Wina
Ariyunita Supar
Kode Jurnal: jpmanajemendd170084
