PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, KUALITAS PELAYANAN TERDAHAP LOYALITAS PELANGGAN MELALUI CITRA MEREK

Abstract

This research aims to determine the influence of customer relationship management, service quality of customer loyalty through brand image. The object of this research is the flight service of PT. Citilink Indonesia, where the research was conducted at Juanda International Airport. Population of this research is aviation service user of PT. Citilink Indonesia at Juanda International Airport whose number of population is unknown, and for sampling technique using purposive sampling technique. By using the calculation formulated by Arikunto then the number of samples from this research found as many as 100 respondents. With data collection techniques using questionnaires distributed directly to customers of PT. Citilink Indonesia at Juanda International Airport. And for the analysis technique using path analysis method. The results of this research indicate that customer relationship management, service quality have positive and significant influence on customer loyalty through brand image. However, different from the result of customer loyalty variable where customer relationship management variable has no significant influence on customer loyalty, service quality variable has positive and significant influence to customer loyalty, and brand image variable have positive and significant influence to customer loyalty.
Keywords: customer relationship management, service quality, brand image, and customer loyalty