PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM), WORD OF MOUTH (WOM), DAN KUALITAS PELAYANAN PADA LOYALITAS PELANGGAN CAKRA ENTERTAIMENT

Abstract

The purpose of this study was to determine the effect of Customer Relationship Management (CRM), Word Of
Mouth (WOM), and Service Quality on customer loyalty in Cakra Entertainment. The type of research used is
quantitative research with survey methods. The sampling technique uses the Accidental Sampling Technique
using 100 respondents. In this study the population that can be used is all Cakra Entertainment customers who
have rented and used the product. Source of data needed in this research is primary data. Questionnaire data
management technique uses SPSS Version 23. Data analysis uses multiple linear regression Multiple linear
regression analysis is used to determine whether there is influence of Customer Relationship Management (CRM),
Word Of Mouth (WOM), and service quality (KP) on customer loyalty (LP) ). Based on the results of the study,
it shows that the variables Customer Relationship Management (CRM), Word Of Mouth (WOM), and Service
Quality have a significant and positive influence on customer loyalty with an R Square (R²) value of 70.5% and
the rest is influenced by other variables outside Research Model.