Published: 2024-04-01

Pengaruh Customer Relationship Management dan Kepuasan Pelanggan Terhadap Loyalitas di Cafe Pelangi

DOI: 10.35870/jtik.v8i2.1747

Allgreat Meidelia Clarista Salamena, Andi Wahju Rahardjo Emanuel
  • Allgreat Meidelia Clarista Salamena: Atma Jaya University Yogyakarta , Indonesia . image/svg+xml
  • Andi Wahju Rahardjo Emanuel: Atma Jaya University Yogyakarta , Indonesia . image/svg+xml
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Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM) implementation and customer satisfaction on customer loyalty at Cafe Pelangi. From 50 questionnaire respondents, the results of statistical analysis indicate that the implementation of CRM and customer satisfaction have a positive and significant impact on customer loyalty. All indicators of the CRM, customer satisfaction, and customer loyalty variables are valid and exhibit a high level of reliability. The data also meets the normality assumptions, allowing for the use of a multiple linear regression model. The regression results reveal that customer satisfaction significantly affects customer loyalty, with a coefficient of determination of 20.7%. This underscores the importance of enhancing customer satisfaction through CRM implementation to achieve a higher level of loyalty at Cafe Pelangi. These findings can serve as a strategic foundation for cafe management and other stakeholders to develop effective strategies in maintaining and expanding their market share

Keywords

Customer Relationship Management ; Customer Satisfaction ; Customer Loyalty ; Cafe Business

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Salamena, A. M. C., & Emanuel, A. W. R. (2024). Pengaruh Customer Relationship Management dan Kepuasan Pelanggan Terhadap Loyalitas di Cafe Pelangi. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 8(2), 333-340. https://doi.org/10.35870/jtik.v8i2.1747
Article Information

This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 2 (2024)

  • Section: Computer & Communication Science

  • Published: %750 %e, %2024

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Author Biographies
Allgreat Meidelia Clarista Salamena
Google Scholar ResearchGate ORCID

Magister Informatika, Fakultas Teknologi Industri, Universitas Atma Jaya Yogyakarta, Kabupaten Sleman, Daerah Istimewa Yogyakarta, Indonesia

Andi Wahju Rahardjo Emanuel
Google Scholar ResearchGate ORCID

Magister Informatika, Fakultas Teknologi Industri, Universitas Atma Jaya Yogyakarta, Kabupaten Sleman, Daerah Istimewa Yogyakarta, Indonesia

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