PENGARUH IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) UNTUK MENJAGA LOYALITAS (Survei pada Pelanggan Kedai Kober Mie Setan di jl. Soekarno Hatta, Malang) - Putri Pamungkas Sari Dewi; Achmad Fauzi (Jurnal Administrasi Bisnis, 2017)
Along with the advancement of global economy, there are many culinary businesses growing in the society especially the trending hot culinary business. The application of Customer Relationship Management (CRM) is expected to become an appropriate strategy to face the high competition. The objective of this study is to identify and explain the influence, both simultaneous and partial, of Customer Relationship Management (CRM), that consists of the usage of consumer database, marketing process, technology that supports the mission of the company, trust, and commitment, on customer loyalty. Using sample of 116 people with purposive sampling technique. The data were analyzed descriptively using classical assumption test and multiple linear regression test. The results show that the usage of Consumer Database, Marketing Process, technology that supports the mission of The Company, Trust, and Commitment influence customer Loyalty simultaneously and significantly. The usage of consumer database and Marketing process do not influence customer Loyalty partially and significantly. However, the other independent variables influence customer Loyalty  partially and significantly. Keywords: Customer Relationship Management (CRM), Customer Loyalty ABSTRAK Seiring majunya perekonomian global, terdapat berbagai macam bisnis kuliner yang berkembang di masyarakat salah satunya usaha kuliner yang sedang trend yaitu kuliner dengan rasa pedas.Penerapan Customer Relationship Management (CRM) diharapkan menjadi strategi yang tepat dalam menghadapi ketatnya persaingan. Tujuan dari penelitian ini adalah mengetahui dan menjelaskan pengaruh Customer Relationship Management (CRM) yang terdiri dari Memanfaatkan Database Konsumen, Proses Pemasaran, Teknologi Mendukung Misi Perusahaan, Kepercayaan dan Komitmen secara simultan dan parsial terhadap Loyalitas Pelanggan.Menggunakan sampel sejumlah 116 orang dengan menggunakan teknik purposivesampling.Teknik analisis data yang digunakan uji asumsi klasik dan analisis regresi linier berganda.Hasil penelitian ini variabel Memanfaatkan Database Konsumen, Proses Pemasaran, Teknologi Mendukung Misi Perusahaan , Kepercayaan  dan Komitmen berpengaruh siginifikan secara simultan terhadap variabel Loyalitas Pelanggan. Variabel Memanfaatkan Database Konsumen dan Proses Pemasaran tidak berpengaruh signifikan secara parsial terhadap Loyalitas Pelanggan. Sedangkan variabel bebas lainnya berpengaruh signifikan secara parsial terhadap variabel Loyalitas Pelanggan. Kata kunci: Customer Relationship Management (CRM), Loyalitas Pelanggan