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p-Index From 2021 - 2026
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All Journal Journal of General Education and Humanities
Dewi, Murti Sari
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Humanities Languange, Linguistic, Communication & Media Mathematics Other

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The Influence of Customer Relationship Management (CRM) and Product Quality on Consumer Loyalty of Roti'O in Cimahi City Dewi, Murti Sari; Rahayu, Muji
Journal of General Education and Humanities Vol. 5 No. 1 (2026): February
Publisher : MASI Mandiri Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58421/gehu.v5i1.1037

Abstract

This study aims to examine the impact of customer relationship management (CRM) and product quality on customer loyalty at Roti’o in Cimahi City. The research adopts a quantitative approach supported by descriptive and verification analysis. A total of 100 participants were selected using the Lemeshow formula and the purposive sampling technique. Data were collected using a closed-ended Likert-scale questionnaire and analyzed using multiple regression in SPSS version 25. The results indicate that CRM has a positive and significant effect on customer loyalty, whereas product quality does not show a significant influence. However, when tested simultaneously, both independent variables exhibit a significant effect on customer loyalty. These findings suggest that customer relationship management is the primary factor in building customer loyalty, while product quality remains a supporting element that enhances the overall consumption experience.
Co-Authors Chandra DS, Anita Khusnul Fajriyah Muji Rahayu