Pengaruh Customer Relationship Management dan Kualitas Pelayanan terhadap Loyalitas Konsumen
(Studi pada Konsumen Rena Fashion & Beauty) di Tuban
DOI:
https://doi.org/10.54066/jrime-itb.v2i2.1490Keywords:
Customer Relationship Management, Service Quality, Consumer LoyaltyAbstract
This research focuses on the impact of Customer Relationship Management and Service Quality on Consumer Loyalty at Rena Fashion & Beauty, Tuban. This research identifies the following problems: 1) The influence of Customer Relationship Management on consumer loyalty at Rena Fashion & Beauty, Tuban; 2) The impact of service quality on consumer loyalty at Rena Fashion & Beauty, Tuban; 3) The joint influence of Customer Relationship Management and Service Quality on consumer loyalty at Rena Fashion & Beauty, Tuban. The aim of this research is to assess: 1) The influence of customer relationship management on consumer loyalty at Rena Fashion & Beauty, Tuban; 2) The impact of service quality on consumer loyalty at Rena Fashion & Beauty, Tuban; 3) The joint influence of Customer Relationship Management and Service Quality on consumer loyalty at Rena Fashion & Beauty, Tuban. This research used a survey method with a quantitative approach and involved 95 respondents. Quantitative data analysis was obtained through questionnaires. The research results show that Customer Relationship Management and Service Quality have a positive and significant influence of 49% on consumer loyalty at Rena Fashion & Beauty, Tuban, while the remaining 51% is influenced by other factors. Therefore, it is important for Rena Fashion & Beauty to continue to pay attention to Customer Relationship Management and Service Quality in order to increase their customer loyalty.
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