Analisis Customer Relationship Management, Kualitas Layanan, Persepsi Harga dan Citra Merek Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada PT. Pabrik Es Minuman Badak Di Pematang Siantar

Analisis Customer Relationship Management, Kualitas Layanan, Persepsi Harga dan Citra Merek Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada PT. Pabrik Es Minuman Badak Di Pematang Siantar, Customer Relationship Management (CRM), Service Quality, Customer Loyalty, Customer Satisfaction, Beverage Industry...

Author: Risma Nurhaini Munte
Date: 2025
Keywords: Customer Relationship Management (CRM), Service Quality, Customer Loyalty, Customer Satisfaction, Beverage Industry
Type: Jurnal
Category: penelitian

This research aims to analyze the influence of Customer Relationship Management (CRM) and service quality on customer loyalty, with customer satisfaction as an intervening variable at PT. Badak Ice Drink Factory in Pematang Siantar. The study employs a quantitative research design, utilizing a survey to collectdata from a sample of 190 respondents. Data analysis techniques include validity and reliability testing, as well as hypothesis testing using SmartPLS. The results reveal that CRM and service quality have a positive and significant effect on both customersatisfaction and customer loyalty. Furthermore, customer satisfaction mediates the relationship between CRM, service quality, and customer loyalty. These findings highlight the importance of implementing effective CRM strategies and providing high-qualityservice to enhance customer satisfaction and ultimately foster customer loyalty in the beverage industry.

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