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

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Published: Apr 1, 2024
DOI: https://doi.org/10.35870/jtik.v8i2.1747
Keywords:
Customer Relationship Management, Customer Satisfaction, Customer Loyalty, Cafe Business
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Allgreat Meidelia Clarista Salamena
Universitas Atma Jaya Yogyakarta
Andi Wahju Rahardjo Emanuel
Universitas Atma Jaya Yogyakarta

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

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How to Cite
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
Issue
Vol. 8 No. 2 (2024): APRIL-JUNE 2024
Section
Computer & Communication Science
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Author Biographies

Allgreat Meidelia Clarista Salamena, Universitas Atma Jaya Yogyakarta

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

Andi Wahju Rahardjo Emanuel, Universitas Atma Jaya Yogyakarta

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

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