<![CDATA[ABSTRACT The purpose of this study to analyses the effect of customer service relationship management and brand image on customer satisfaction and loyalty in sea export department of PT HTP Transport Indonesia. CRM in freight forwarding is important to improve the company's services to customers so customer can feel satisfied and lead to customer loyalty. Brand image can affect customer loyalty. With a good brand image, customers will believe in the company, resulting in customer loyalty. Customers towards a product or service can have an impact on subsequent purchases, which can increase customer loyalty. This study uses quantitative methods with the sample research on 199 companies. The research technique used is path analysis. The results showed that the CRM variable did not have a direct influence on customer satisfaction and loyalty. Brand image variable has a direct influence on customer satisfaction and loyalty. The customer satisfaction variable has a direct influence on customer loyalty. The variable of customer satisfaction is able to function as a mediator or mediation of the indirect influence of CRM and brand image on the loyalty in sea export department of PT HTP Transport Indonesia Keywords: customer relationship management, brand image, customer satisfaction, customer loyalty. ABSTRACT Tujuan penelitian ini untuk menganalisis pengaruh customer service relationship management dan brand image terhadap kepuasan dan loyalitas pelanggan pada departemen ekspor laut PT HTP Transport Indonesia. CRM dalam freight forwarding penting untuk meningkatkan pelayanan perusahaan kepada pelanggan sehingga pelanggan dapat merasa puas dan menimbulkan loyalitas pelanggan. Citra merek dapat mempengaruhi loyalitas pelanggan. Dengan citra merek yang baik, pelanggan akan percaya pada perusahaan, sehingga menghasilkan loyalitas pelanggan. Pelanggan terhadap suatu produk atau jasa dapat berdampak pada pembelian selanjutnya, yang dapat meningkatkan loyalitas pelanggan. Penelitian ini menggunakan metode kuantitatif dengan sampel penelitian pada 199 perusahaan. Teknik penelitian yang digunakan adalah analisis jalur. Hasil penelitian menunjukkan bahwa variabel CRM tidak berpengaruh langsung terhadap kepuasan dan loyalitas pelanggan. Variabel citra merek memiliki pengaruh langsung terhadap kepuasan dan loyalitas pelanggan. Variabel kepuasan pelanggan memiliki pengaruh langsung terhadap loyalitas pelanggan. Variabel kepuasan pelanggan mampu berfungsi sebagai mediator atau mediasi pengaruh tidak langsung CRM dan citra merek terhadap loyalitas pada departemen eksporlaut PT HTP Transport Indonesia Kata kunci: Manajemen hubungan pelanggan, citra merek, kepuasan pelanggan, loyalitas pelanggan.]]>
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