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Priskila, Priskila
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Journal : Jurnal Multidisiplin

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The Influence Of Customer Relationship Management On Customer Satisfaction And Loyalty At Pusat Cantik, Pontianak City Priskila, Priskila; Pebrianti, Wenny; Heriyadi, Heriyadi
Jurnal Multidisiplin Vol. 1 No. 4 (2025): June
Publisher : CV. Utami

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jm.v1i4.263

Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM) on customer loyalty with customer satisfaction as a mediating variable at Pusat Cantik Store in Pontianak. The study employs a quantitative approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method and involves 100 respondents who are active customers of the store. The analysis results indicate that CRM has a significant influence on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction is proven to have a significant impact on customer loyalty. The mediation test reveals that customer satisfaction acts as a partial mediator in the relationship between CRM and customer loyalty. This research provides a theoretical contribution to the development of customer loyalty models and practical implications for retail business actors in building and maintaining long-term relationships with customers through enhanced satisfaction.
Co-Authors Citra, Kezia David Ming Dwi Oktaviana Dwi Sefriana Eny Mariska Heriyadi, Heriyadi Jamilah Jamilah Jamilah Kalaba', Deniko Nurlia Eka Damayanti Oktapiyana, Oktapiyana Priyanka, Anya Anisahdyah Rossie Wiedya Nusantara Salmi, Salmi Sihotang, Lastri Sutarman Gafur Tawang, Fitriani To'sambo , Windarningsi Vera Sylvia Saragi Sitio, Vera Sylvia Saragi Veronika Trevesia G. Wardoyo, Prita Dimetriana Wenny Pebrianti Windy Wulandari, Agri Yunita , Yunita