Analisis Pengaruh Customer Relationship Management (CRM) Terhadap Customer Satisfaction dan Customer Loyalty : Studi Pada Pengguna Dompet Digital Go-Pay Di Pekalongan

Laelatul Maulida; Wenti Ayu Sunarjo; Rengga Kusuma Putra

doi:10.61132/jubid.v1i4.356

Authors

Laelatul Maulida Universitas Pekalongan
Wenti Ayu Sunarjo Universitas Pekalongan
Rengga Kusuma Putra Sekolah Tinggi Ilmu Ekonomi Tunas Nusantara

DOI:

https://doi.org/10.61132/jubid.v1i4.356

Keywords:

Customer Relationship Management, Customer Satisfaction, Customer Loyalty

Abstract

This research aims to determine the effect of Customer Relationship Management (CRM) on Customer Satisfaction and Customer Loyalty on the Gopay e-wallet in Pekalongan and its surroundings. This type of research is quantitative with a purposive sampling technique using a questionnaire distributed to 50 Gopay users in Pekalongan and surrounding areas. This research uses multiple regression analysis methods, classical assumption tests, t tests, and R2 square tests, using SPSS V.20. Partial test results show that Customer Relationship Management has a positive and significant effect On Customer Satisfaction and Customer Loyalty.

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