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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Bima Journal : Business, Management and Accounting Journal Journal of Indonesian Management Jurnal Fokus Manajemen Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Dehasen Mengabdi Journal of Management, Economic, and Accounting Jurnal Semarak Mengabdi
Ariska, Yesi Indian
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Social Sciences Other

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Journal : Jurnal Fokus Manajemen

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Analysis Of Customer Relationship Management (Crm) On Customer Loyalty At PT Tower Agung West Sumatera Supriadi, Toni; Ariska, Yesi Indian
Jurnal Fokus Manajemen Vol 5 No 2 (2025): May
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v5i2.8374

Abstract

This study aims to determine the effect of Customer Relationship Management (CRM) on customer loyalty at PT Menara Agung in West Sumatra. The research method used is a quantitative approach with data collection techniques using direct telephone interviews with 100 customers who have interacted with the dealer CRM system to obtain direct information and assessments from customers. In an effort to measure the effect of Customer Relationship Management (CRM) on customer loyalty, data analysis was carried out using a simple linear regression method. The results of the study showed that CRM has a significant positive effect on customer loyalty, with a correlation coefficient of 0.654, this means that the correlation relationship between CRM and customer loyalty is in the strong category. In the determination correlation, the figure was 0.428 which means 42.8%, which means that customer loyalty is influenced by the effectiveness of CRM implementation. This study emphasizes the importance of an effective CRM strategy in increasing customer loyalty in the automotive industry, especially at PT Menara Agung, West Sumatra. The recommendation from this study is for PT Menara Agung to continue to strengthen and optimize its CRM strategy to maintain and increase customer loyalty.
Co-Authors Arif, Hilda Meisya Azuwandri, Azuwandri Damarsiwi, Eska Prima Monique Efendi, Yanto Febliansyah, M. Rahman Fitriano, Yun Handayani, Sri Hanila, Siti Harwini, Dewi Juniarti, Peni Jusuf Wahyudi Merri Anitasari, Merri Neri Susanti Nirta Vera Yustanti Radilli, Putri Riesti, Lorenza Sapitri, Wulan Stiawan, Erix Sulisti Afriani, Sulisti Supriadi, Toni SURYANI, RENI Tambunan, Dennis Rydarto Wagini Wagini, Wagini Wijaya, Ermy Yulianti, Oni Zoniarti, Zoniarti