Marketing Strategy Based on Customer Relationship Management to Increase Customer Loyalty at UD Sumber Agung Store, Nganjuk Regency

Nur Arfiah Salis (Business Administration Study Program, Faculty of Administrative Sciences Dr. Soetomo University Surabaya)
Fedianty Augustinah (Business Administration Study Program, Faculty of Administrative Sciences Dr. Soetomo University Surabaya)
Sarwani (Business Administration Study Program, Faculty of Administrative Sciences Dr. Soetomo University Surabaya)

Formosa Journal of Science and Technology (FJST)
Vol. 5 No. 7 (2026): July 2026

Customer loyalty in MSMEs does not grow spontaneously, but is a resultant of planned strategic interventions. This study examines two managerial instruments marketing strategy and Customer Relationship Management (CRM) as determinants of customer loyalty at UD Sumber Agung, a shallot distribution business actor in Nganjuk Regency. By involving 96 respondents selected using the Cochran formula, the research instrument was verified through validity and reliability tests before the data were analyzed using multiple linear regression. The estimation results result in the equation Y = 4.678 + 0.324X₁ + 0.456X₂, where CRM displays a more dominant coefficient weight. Partial tests confirmed the significance of marketing strategies (t = 3.874; sig. = 0.000) and CRM (t = 3.192; sig. = 0.002). Simultaneously, both had a significant effect on customer loyalty (F = 48,220; sig. = 0.000). These findings confirm that the synergy between structured marketing and adaptive customer relationships is an irreplaceable combination in building consumer loyalty in MSME-scale commodity trading businesses