THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE AT CV SURYA PRATAMA INDONESIA PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA CV SURYA PRATAMA INDONESIA Section Articles

Abstract

This research discusses the effect of customer relationship management (Crm) on customer loyalty with customer satisfaction as an intervening variable at Cv Surya Pratama Indonesia This research consists of 3 research variables, namely as an independent variable, namely customer relationship management (Crm) as (X) and dependent variable customer loyalty variable as (Y) and customer satisfaction variable as (W) intervening variable The purpose of this study is to find out how much influence 1). Customer Relationship Management (Crm) on Customer Loyalty at Cv. Surya Pratama Indonesia 2). To find out the effect of customer satisfaction on customer loyalty at cv. Surya Pratama Indonesia.3).To Find Out the Effect of Customer Relationship Management (Crm) on Customer Satisfaction at Cv. Surya Pratama Indonesia. 4). To Find Out the Effect of Customer Relationship Management (Crm) on Customer Loyalty with Customer Satisfaction Furthermore, the Research Location is at Cv. Surya Pratama Indonesia Perkasa Located at Jl. Boulevard Barat Raya R.7 No.57 Kec.Percut Sei Tuan. Medan City, North Sumatra. The Population of This Research Is All Consumencv. Surya Pratama Indonesia Perkasa Which Numbered 150 People. With Sampling Size Obtained as Large as 30 Consumers. Criteria for distributing questionnaires include Customer Relationship Management, Customer Loyalty and Customer Satisfaction. The method used in this research is a quantitative method. Data Collection Techniques In This Study Are Interview (Interview), Questionnaire (Questionnaire) And Observation. The conclusion in this study is based on the results of the T test which can be seen in the table above obtained the value of the T table = at N-K (30-1) is 29 at a significant level of 5% (0.05) is 1.70113. Furthermore, to find out the effect partially can be described from the value obtained on the Crm variable obtained the value of Thitung obtained from the table above for the Crm variable which is equal to 18.355 means Thitung>Ttabel (18.355> 1.70113) and a significance of 0.000 <0.05 means that Crm (X) has a positive and significant effect on customer loyalty (Y) then H1 is accepted. Based on the results of the T test which can be seen in the table above, the value of T table = at N-K (30-2) is 28 at a significant level of 5% (0.05) is 1.70113. Furthermore, to find out the effect partially can be described from the value obtained on the customer satisfaction variable obtained the value of Thitung obtained from the table above for the customer satisfaction variable is equal to 0.919 means Thitung>Ttabel (5.952> 1.70113) and a significance of 0.366> 0.05 means that customer satisfaction (W) has a negative and insignificant effect on customer loyalty (Y) so H2 is rejected. Based on the results of the T test which can be seen in the table above, it is obtained that the value of T table = at N-K (30-1) is 29 at a significant level of 5% (0.05) is 1.69913. Furthermore, to find out the effect partially, it can be described from the value obtained in the Crm variable obtained by the Thitung value obtained from the table above for the Crm variable which is 13.212 means Thitung>Ttabel (13.212> 1.69913) and a significance of 0.000 <0.05, meaning that Crm (X) has a positive and significant effect on customer satisfaction (W), so H3 is accepted. Based on the Sobel Test that has been carried out, it is known that the results of the two-tailed probability are 0.35752871. Furthermore, to find out whether the intervening variable being studied has an effect on the dependent variable, the Sobel test results are <0.05. After Calculating Through the Sobel Test Calculator, it was found that 0.35752871> 0.05, so it was concluded that the Customer Satisfaction Variable (W) as an Intervening Variable, did not have a good effect on the Customer Loyalty Variable.