PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN PADA KONSUMEN PRODUK SEMBAKO DI PT GANDA SEGAR ARUM SIDOARJO

Abstract

This research aimed to analyze the effect of Customer Relationship Management, Brand Awareness, and Brand Image on customers’ satisfaction at PT Ganda Segar Arum Sidoarjo. The research was quantitative. The population was customers of PT Ganda Segar Arum Sidoarjo. Furthermore, the data collection technique used a non- probability sampling. The sampling technique used a saturated sampling. In Ine with that, there were 75 respondents as the sample. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed online through google for to the respondents. Additionally, the data analysis technique used multiple linear regression with the SPSS (Statistical Product and Service Solution) program 23 version. The result of the hypothesis test showed that Customer Relationship Management had a significant effect on the customers’ satisfaction at PT Ganda Segar Arum Sidoarjo. Likewise, Brand Awareness had a significant effect on the customers’ satisfaction at PT Ganda Segar Arum Sidoarjo. Similarly, Brand Image had a significant effect on the customers’ satisfaction at PT Ganda Segar Arum Sidoarjo.