Strategi Customer Relationship Management Terhadap kepuasan dan Loyalitas Pada Pelanggan Justicia Veronica Coffee di Setia Budi Medan

Abstract

Persaingan bisnis di industri coffee shop yang semakin ketat menuntut pelaku usaha untuk menerapkan strategi yang berorientasi pada pelanggan guna menciptakan kepuasan dan loyalitas. Penelitian ini bertujuan untuk menganalisis pengaruh strategi Customer Relationship Management terhadap kepuasan dan loyalitas pelanggan pada Justicia Veronica Coffee di Setia Budi Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Penelitian ini dilakukan pada populasi yang berjumlah 204 orang. Data dikumpulkan melalui penyebaran kuesioner kepada 135 responden yang berstatus sampel yang merupakan pelanggan Justicia Veronica Coffee. Teknik pengambilan sampel menggunakan metode purposive sampling. Data yang diperoleh dianalisis menggunakan program SPSS versi 27 dengan teknik analisis regresi linear berganda, uji t (parsial), dan uji F (simultan). Hasil penelitian menunjukkan bahwa: (1) Customer Relationship Management berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (2) Customer Relationship Management berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (3) Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, dan (4) Customer Relationship Management secara tidak langsung berpengaruh terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening. Dengan demikian, dapat disimpulkan bahwa penerapan strategi Customer Relationship Management yang baik mampu meningkatkan kepuasan serta loyalitas pelanggan Justicia Veronica Coffee di Setia Budi Medan. The increasingly intense competition in the coffee shop industry requires business actors to implement Customer-oriented strategies in order to create Customer satisfaction and loyalty. This study aims to analyze the effect of Customer Relationship Management strategies on Customer satisfaction and loyalty at Justicia Veronica Coffee in Setia BudiMedan. This research employs a quantitative approach using a survey method. The study was conducted on a population of 204 individuals. Data were collected through the distribution of questionnaires to 135 respondents selected as samples who are Customers of Justicia Veronica Coffee. The sampling technique used was purposive sampling. The collected data were analyzed using SPSS version 27 with multiple linear regression analysis, partial ttests, and simultaneous F-tests. The results show that: (1) Customer Relationship Management has a positive and significant effect on Customer satisfaction, (2) Customer Relationship Management has a positive and significant effect on Customer loyalty, (3) Customer satisfaction has a positive and significant effect on Customer loyalty, and (4) Customer Relationship Management indirectly affects Customer loyalty through Customer satisfaction as an intervening variable. Therefore, it can be concluded that the effective implementation of Customer Relationship Management strategies is able to increase Customer satisfaction and loyalty at Justicia Veronica Coffee in Setia Budi Medan.