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All Journal Jurnal Bisnis, Manajemen, dan Ekonomi
Rama Waluyo
Universitas Bina Darma
Economics, Econometrics & Finance

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Pengaruh Customer Relationship Management terhadap Kepuasan dan Loyalitas Pelanggan Resto Padang di Kota Palembang Rully Armanto; Muji Gunarto; Rama Waluyo
Jurnal Bisnis, Manajemen, dan Ekonomi Vol. 4 No. 3 (2023): Jurnal Bisnis, Manajemen dan Ekonomi
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jbme.v4i3.1354

Abstract

This study aims to determine the effect of CRM on customer satisfaction, the effect of CRM on customer loyalty, and the effect of customer satisfaction on customer loyalty at Resto Padang in Palembang City. As many as 100 customers obtained the quantitative research method by sampling using the Slovin formula. The analysis technique uses Partial Least Square (PLS). The results of the CRM study had a significant effect on Consumer Satisfaction counting (24,037) > t-table (1.96) with P-Values (0.000) values < 0.05. The customer satisfaction statistical test results significantly affect customer loyalty (t-value=8,459) > t-table=1,984). The CRM statistical test does not significantly affect customer loyalty. This is clearly seen with the calculation result (0.296) < t-table (1.96) with P-Values (0.767) > 0.05. Consumer satisfaction statistics test significantly affects customer loyalty.
Co-Authors Muji Gunarto Rully Armanto