Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Unipin

Ali Ibrahim (Universitas Sriwijaya, Palembang)
Muhammad Hidayat Mauluddin (Universitas Sriwijaya, Palembang)
A Wendi Saputra (Universitas Sriwijaya, Palembang)
Astri Carolina (Universitas Sriwijaya, Palembang)
Maya Mardiana (Universitas Sriwijaya, Palembang)
Yeremia Wiratama (Universitas Sriwijaya, Palembang)
Rofiqul Rahman Ramadhan (Universitas Sriwijaya, Palembang)

JOURNAL OF INFORMATION SYSTEM RESEARCH (JOSH)
Vol 3 No 1 (2021): Oktober 2021

This research was conducted with the intention of seeing how big the impact of CRM and customer satisfaction on Unipin's customer loyalty. UniPin is a game voucher payment startup from Indonesia. Unipin implements CRM in its business. The method applied in this research is quantitative method, in which data collection is done by distributing questionnaires. The results of this study indicate that CRM has a significant effect on customer loyalty with a significance value of 0.000 < 0.05 and T Count 5.192 > 2.012, and customer satisfaction does not significantly affect customer loyalty with a significance value of 0.126 > 0.05 and T Count -1560 < 2.012