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THE EFFECT OF CRM (CUSTOMER RELATIONSHIP MARKETING) AND BRAND IMAGE ON CUSTOMER LOYALTY: A CASE STUDY OF AULIA TOOTHPICK CHIPS IN JAMBI CITY Pangestu, Mira Gustiana; Ingriana, Alberta; Yossinomita, Yossinomita; Feranika, Ayu
Jurnal Manajemen Terapan dan Keuangan Vol. 15 No. 03 (2026): Jurnal Manajemen Terapan dan Keuangan (On Proses)
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v15i03.59167

Abstract

Abstract This study to analyze the influence of Customer Relationship Marketing and Brand Image on Consumer Loyalty at Aulia Toothpick Chips in Jambi City. This study employed a quantitative method involving 120 respondents selected using random sampling. Data were collected via a questionnaire using a Likert scale and analyzed using multiple linear regression. The results indicate that, collectively, Customer Relationship Marketing and Brand Image have a significant effect on Consumer Loyalty, with a coefficient of determination (R²) of 60.3%. The remaining 39.7% is influenced by other factors not discussed in this study. Partially, Customer Relationship Management (CRM) has a positive and significant effect on Consumer Loyalty. This is evidenced by the t-test, which shows a significance value for the CRM variable of 0.001 < 0.05. Furthermore, Brand Image has a significant effect on Consumer Loyalty. Meanwhile, the results of the F-test, which showed a significance value of 0.000 < 0.05.  Keywords: Customer Relationship Marketing, Brand Image,Customer loyalty,MSMe
Financial Performance Analysis Using the Economic Value Added (EVA) Method at PT Akasha Wira International Tbk. For the period 2020-2025 Besse Zulfa Sya’diyah; Dian Fitri Anasari; Rahmi Dayanti; Qori Nur Hidayah; Rifat Prasetya; Vincensius Aprian Mared; Yossinomita Yossinomita
Jurnal Administrasi Terapan Vol. 5 No. 2 (2026): Jurnal Administrasi Terapan
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v5i2.4045

Abstract

This study aims to evaluate the financial performance of PT Akasha Wira International Tbk during the 2020 to 2025 period using the Economic Value Added (EVA) method. The EVA method was selected because it measures the economic value added generated by the company after accounting for the cost of capital, providing a more comprehensive performance assessment than conventional financial ratios. This research employs a quantitative descriptive approach using secondary data from the Company’s annual financial statements. EVA is calculated by determining Net Operating Profit After Tax (NOPAT), Invested Capital (IC), and Weighted Average Cost of Capital (WACC). The results reflect the Company’s ability, or inability, to generate economic value added for its shareholders during the observation period. These findings are expected to contribute to management’s strategic decision-making and to investors’ assessment of the company’a fundamental performance based on economic value creation. Keywords: Financial Performance, Capital Management, WACC, EVA, PT Akasha Wira International Tbk.
Co-Authors Abdul Rahim Addya Nafisa Adilah, Alifah Agnes Clarissa Agustina Wulandari Ahmad Hussaein Ahmad Tasyrik Jumaldi Akmalun Nisa Akwan Sunoto Almas Zaskia Nurlilahi Alvaro, Rakan Amanda Aurelya Putri Rudyan Amilia Difa S. Putri Ananda Dstari, Dwi Andi Nurul Izzah Andi Riskiya Putri Andreas Nathanael Andrianti, Ari Ariandi Ramadan Aryani, Lies Asyep Syaefudin Audy Sri Hapsari Aulia Devita Ramadhan Aulia Elvira Aura Septi Safana Ayu Feranika Azzahra, Ratumas Fadillah Bagus Irawan Bagus Irmawan Beni Purnama Besse Zulfa Sya’diyah Calvin Yang Candra Candra Carin Anjani Caroline Caroline Chandra Dinata, Anglelika Chindo Miftahulrizky Cindy Malim Della Tri Andini Delvina Colen Henata Desgha Lavia Miranda Desi Yulistiani Destri Hamidah Destri Hamidah Desy Ratna Wijaya Devi, Tiara Synta Dian Fitri Anasari Diana Diana Dinda Tiara Putri Dini Suci Dwi Angraini Dion Julino Dodo Zaenal Abidin Dwi Nur Khasanah Dyesty Salsazillaa Eddy Suratno Effiyaldi Effiyaldi Effiyaldi Effiyaldi Einike Jesika Triana Eni Rohaini Eni Rohaini Erick Morales Erna Stelawati Fadhillah, Yosi Fadillah, Yosi Fahdillah, Yosi Faisa Putra Faizah Nabila Fatan Heti Anggraini Febby Nanda Utami Febrian Ananda Feby Lestari Felix Chandra Dinata Feranika, Ayu Ferdy Danuarta Fharda Nur Khasanah Fikih Fikih Fitria, Syarabila Dwi FRIYANI, RITA Grace Clarissa Angel Gunardi Hafiati Pracita Sari Hanan Laras Sabrina Hanasya Putri Hanafi Hanasya Putri Hanafi.HS Hansen Wijaya Harmoni Delarossa Haryadi - Haryanti, Putri Hasan Subaidi Hati, Ilok Nyen Ratu Annisa Curah Herry Mulyono Herry Mulyono Ikrima Khairunnisa Ilham Akbar Ingriana, Alberta Intan Kusumawati Intan Nuraini Irfan Hassandi Irfan Hassandi Irfan Hassandi Irmawan, Bagus Isfiani, R.A Ivan Cristhian Jasper Imanuel Jessica Bestlimvya Yap Jimmy Fernando Johni Paul Karolus Pasaribu Johni Paul Karolus Pasaribu Joni Devitra, Joni Joselyn Eprilya Jovansah, Afif Juliana Juliana Julmi, Remalita Mantira Putri Junaida Junaida, Junaida Junaidi Junaidi Kadar, Melani Karin Angelika Putri Karin Angelika Putri Kartika, Yulia D Kartika, Yulia Dwi Kotali Kotali Krismonika Hidayat Kurnia Hadhinata La Chica Salsabila Bilqis Laras Sabrina, Hanan Laura Prasasti Laura Prasasti Leonardo Leonardo Leonita Leonita Leonnel Fridelon Nitung Lie, Jason Lielyani Saputri Louis Ma'isyatur Rodhiyah MARDIANA Mardiana R Mardiana R Mardiana R. Mardiana R. Mardiana R. Maria Rosario Ma’isyatur Rodhiyah Meisak, Despita Melani Kadar Melani Kadar Melly Agustina Lastuti Michael Dylan Michael Fransisico Lie Mira Gustiana Pangestu Molwen, Elsa Monica, Agnes Muetia Apriliani Muhammad Haris Saputra Mutiara Zahwa Nabila Amarah Dani Nabila Ammarah Dani Nadia Desfira Nael Venicho Irwan Saputra Najmi Nabila Nayla Anindi Irawan Nayla Felisa Maharani Nazwa Yuwandira Putri Neza Dwi Sandani Nia Rahayu Nia Rahayu Nicholas Fernando Nicholas Raymond Sentosa Nicky Aprillio Nofril, Nabila Cantika Novi Anggraini Novia Ardhana Novia Ardhana NOVITA EKASARI NURHADI Nurhayani dan Rosmeli Nurhayani Rosmeli Nurhayati Nurul Depty Anggraini Paskalina Widiastuti Ratnaningsih Patresia, Erin Permatasari, Devita Prasasti, Laura Putri Guslia Putri Haryanti Putri Indri Fitria Ningrum Putri Putri Qori Nur Hidayah R A Isfiani R, Mandasari R, Mardiana Rahman, Aldi Aulia Rahmi Dayanti Raka Akhmad Rizq Ramadhan Hibatur Rahman Ramadhan Hibatur Rahman Ramadhan, Raihan Fajri Raysia Nurazizah Prihastiwi Remalita Mantira Putri Julmi Rendi Irawan Saputra Ressy Allya Susanto Rhaisya Adellia Rhyan Araldo Richard Standley Rifat Prasetya Riska Dwi Utari Rista Aldilla Syafri Rista Aldilla Syafri ROBY SETIAWAN Rohaini, Eni Ronal Naibaho ronal naibaho Rosario, Maria Sabela, Istawa Dina Sabrina Angelina Saharani Isabella Saidin Nainggolan, Saidin Saifan Ali Fazila Sandi Cua Sandra Adelia Saputra, M Haris Sarmilah Puspita Selaras Winny Br Marpaung Septiani, Dhea Septiawan Syaputra , Alfito Setiawan Assegaff Sharipuddin Shivani Nayla Putri Siti Rahmah Sonia Aprilia Sri Wahyu Ningsih Stanley Huang Stevani Putri Anggraini Suratno, Eddy Syacila Andriana Syafina Marwina Syarabila Dwi Fitria Tamia, Brenda Aouren The, Felix Filbert Tiara Eka Putri Tiara Nur Aulia Azhari Tri Agustin, Aini Tri Dinanti Sukmawani Agus Putri Tria Oktavina Tunas Agung Jiwa Brata Usmayanti, Vivi Utami, Febby Nanda Victoria, Kareen Vidya Klara Desvina Vina Andiliana S Vincensius Aprian Mared Vinsensius Kenzie Aldo Baswara Violin Patricia Viony Septhelim Vivi Usmayanti Wafi, Akhdan Wahya Iffa Lubis Wahya Lubis Yaldi, Effiyaldi Yamir , Septi Novi Yonatan, Terence Adi Yosi Fahdillah yosi fahdillah Yulina, Putri Dea Yuni Zuliawati Zalfa Zahira Azzahra Zulfanetti Zulfanetti Zulfanetti, Zulfanetti