Pengaruh customer relationship management dan relationship marketing terhadap loyalitas pelanggan pupuk non subsidi pada kantor pemasaran pt pupuk kalimantan timur
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Abstract
Marketer core competencies are customer service skills, namely providing excellent service, increasing customer satisfaction, and maintaining customer loyalty.This research aims to examine the influence of Customer Relationship Management (CRM) and Relationship Marketing on Customer Loyalty through Customer Satisfaction to PT. Pupuk Kalimantan Timur.Population in thus research is customer of PT. Pupuk Kalimantan Timur, East Java region using 346 respondent. The results of the structural equation model analysis show that GFI, TLI, and AGFI are in the sufficient category, and the CFI is fulfilled. Hypothesis testing proves that there is an effect of customer relationship management on customer loyalty through customer satisfaction, with cr = 7,468; p = 0.000; there is the influence of relationship marketing on customer loyalty through customer satisfaction with cr = 7.542; p = 0.000; there is an effect of relationship management on customer satisfaction, with cr = 7,469; p = 0.000; and there is an effect of relationship marketing on customer satisfaction with cr = 7.542; and p = 0.000; and there is an effect of customer satisfaction on customer loyalty with cr = 7,469 and p = 0,000. Research does not prove the effect of customer relationship management on customer loyalty, with cr = 0.879; p 0.379 (p> 0.05); or relationship marketing to customer loyalty with cr = 0.595 and p = 0.552 (p> 0.05).
Keywords: customer relationship management; relationship marketing; customer satisfaction; customer loyalty.
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