Pengaruh Kualitas Produk Dan Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening

Syaifuddin Fahmi; Dita Aulia Az Zahra; Lianita Widyaratna Kristanti

doi:10.52310/jbhorizon.v9i1.397

Syaifuddin Fahmi Program Studi Manajemen, STIE Kertanegara Malang, Indonesia
Dita Aulia Az Zahra Program Studi Manajemen, STIE Kertanegara Malang, Indonesia
Lianita Widyaratna Kristanti Program Studi Manajemen, STIE Kertanegara Malang, Indonesia

DOI: https://doi.org/10.52310/jbhorizon.v9i1.397

Keywords: Product Quality, Customer Relationship Management, Customer Satisfaction, Customer Loyalty

Abstract

Abstract: The retail industry in Indonesia is experiencing increasingly competitive growth, encouraging companies to improve customer loyalty through product quality and Customer Relationship Management (CRM). This study aims to analyze the effect of product quality and CRM on customer loyalty through customer satisfaction at Matahari Department Store Malang Town Square. This study employed a quantitative approach involving 100 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using path analysis and Sobel test with SPSS software. The results indicate that product quality has a positive and significant effect on customer loyalty and customer satisfaction. CRM has a positive and significant effect on customer satisfaction but does not significantly affect customer loyalty directly. Customer satisfaction significantly influences customer loyalty and successfully mediates the relationship between product quality and CRM toward customer loyalty. These findings indicate that customer satisfaction plays an important role in strengthening customer loyalty in the retail sector.

Abstrak: Persaingan industri ritel yang semakin ketat mendorong perusahaan untuk meningkatkan loyalitas pelanggan melalui kualitas produk dan Customer Relationship Management (CRM). Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan CRM terhadap loyalitas pelanggan melalui kepuasan pelanggan pada Matahari Department Store Malang Town Square. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis jalur (path analysis) dan uji Sobel dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan dan kepuasan pelanggan. CRM berpengaruh positif dan signifikan terhadap kepuasan pelanggan, namun tidak berpengaruh signifikan terhadap loyalitas pelanggan secara langsung. Kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan serta mampu memediasi pengaruh kualitas produk dan CRM terhadap loyalitas pelanggan. Temuan ini menunjukkan bahwa kepuasan pelanggan memiliki peran penting dalam membentuk loyalitas pelanggan pada sektor ritel modern.