Pengaruh Customer Relationship Management (CRM) dengan Loyalitas Pelanggan PT Maju Bersama Digitalindo

Authors

Rinaldi Syahputra Universitas Medan Area
Anna Wati Dewi Purba Universitas Medan Area

DOI:

https://doi.org/10.47927/jssdm.v5i2.1082

Keywords:

Customer Relationship Management, Customer Loyalty, Customer Retention, Relationship Marketing

Abstract

This research aims to examine the influence of Customer Relationship Management (CRM) on customer loyalty at PT. Maju Bersama Digitalindo. A quantitative associative approach was used to explain the relationship between CRM variables—which include customer history analysis, close relationships, network development, value proposition development, and customer lifecycle management—and customer loyalty, measured through trust, psychological commitment, switching cost, word of mouth, and cooperation. The sample consisted of all 75 customers of the company, and data were collected through questionnaires, interviews, and documentation. Regression analysis showed that CRM has a positive and significant effect on customer loyalty, both partially and simultaneously, with a coefficient of determination of 48%. These findings reinforce that effective CRM implementation can strengthen customer attachment to the company. The study contributes both theoretically and practically to the development of more personalized and strategic CRM strategies to build mutually beneficial long-term relationships between companies and customers.

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