Pengaruh Customer Relationship Management terhadap loyalitas pelanggan: Studi pada PT Telkom Kandatel Malang

ABSTRACT

To days in the marketing, there is hight competition to get customer and to increase profit company. Know the paradigm, it is difference with the past decade. Profit oriented as the aim of the previous marketing, now change wit the term wich is called customer oriented. So it forces all marketers have to change their strategies, so that they do not lose their customer. CRM is a strategy of marketing which has aim to create customer loyalty recent, CRM is used by marketer in the world to get more customer.

This research is a quantitative descriptive research which has aim to know the influence of CRM variables to the customer loyalty in- PT.Telkom Kandatel Malang . Analysis media which is used are linier fest to know the influence of independent variable (CRM) and dependent variable (customer loyalty). And use classic assumption test to get the Best Linear Unbias Estimator (BLUE).

Based on the analysis media above, the result is that CRM variable has
significance influence to the customer loyalty that is signed by Fhitung =21,984 from Ftabei(21,984>2,81). But CRM variable do not have influence by parsial . white relational equity variable that have the most dominant influence shown by value Thitung =٠ 5,333 and equity value do not have significance influence which is shown by value Thjhwig : 1 54 and this