MODEL LOYALITAS PELANGGAN BERBASIS CUSTOMER RELATIONSHIP MANAGEMENT (Studi Kasus pada Usaha Distro Districtsides dan Smith Semarang)

Abstract

This study aimed to describe and analyze the effect of customer relationship management
on customer loyalty to the brand trust and customer satisfaction as an intervening variable.
The population used is that consumers who buy at Distro Districtsides and Smith Semarang.
By using purposive sampling technique, which specializes in consumer buying in distributions
Districtsides and Smith Semarang minimum age of 20 years and above, then obtained
a sample size of 100 respondents. A tool of analysis is path analysis with SPSS, where
previously tested the validity and reliability and classic assumption test. The test results indicate
Customer Relationship Management positive and significant impact on brand trust. Customer
Relationship Management has a positive and significant impact on customer satisfaction. The
trust has a positive and significant impact on customer satisfaction. Customer Relationship
Management, brand trust and gratification of customers also have a positive and significant
impact on customer loyalty. The test results Sobel test shows that brand trust is able to become
an intervening variable between Customer Relationship Management to customer satisfaction.
Customer satisfaction is able to become an intervening variable between brand trust and
loyalty of customers. Brand trust is able to become an intervening variable between Customer
Relationship Management on customer loyalty. Customer satisfaction is able to be variable
intervening between Customer Relationship Management on customer loyalty.

Keywords: Customer Relationship Management, brand trust, customer satisfaction and
customer loyalty