ANALISIS CRM DAN BRAND IMAGE TERHADAP CUSTOMER LOYALOTY PADA HMNS PARFUM MELALUI CUSTOMER SATISFACTION

Melva Zafira Putri Zachri, . (2024) ANALISIS CRM DAN BRAND IMAGE TERHADAP CUSTOMER LOYALOTY PADA HMNS PARFUM MELALUI CUSTOMER SATISFACTION. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is designed to thoroughly examine and analyze the impact of Customer Relationship Management (CRM) and Brand Image on Customer Loyalty, with Customer Satisfaction serving as a mediating variable in the context of HMNS Perfume. The study emphasizes CRM and Brand Image as pivotal components in driving improvements in both customer satisfaction and customer loyalty, particularly within the perfume industry, which is uniquely challenged by the phenomenon of blind buy purchasing—a situation where consumers purchase fragrances online without first experiencing the scent. Data for this research were meticulously gathered through the distribution of structured questionnaires to a sample of HMNS customers. The collected data were subsequently analyzed using a rigorous quantitative approach, employing the Structural Equation Modeling (SEM) method to ensure robust and reliable results. The findings of this study reveal that both CRM and Brand Image exert a significant and positive influence on Customer Satisfaction, However, it is proven that CRM does not have a direct effect on Customer Loyalty, which, in turn, mediates their impact on Customer Loyalty. Furthermore, the analysis underscores the fact that Customer Satisfaction has a direct and statistically significant effect on Customer Loyalty. Keywords: Customer Relationship Management, Brand Image, Customer Satisfaction, Customer Loyalty, and HMNS Perfume

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil; 2110111085] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Yuliniar] [Penguji 2: Suharyati]
Uncontrolled Keywords: Customer Relationship Management, Brand Image, Customer Satisfaction, Customer Loyalty, and HMNS Perfume
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: MELVA ZAFIRA PUTRI ZACHRI
Date Deposited: 22 Jan 2025 08:04
Last Modified: 14 Feb 2025 13:39
URI: http://repository.upnvj.ac.id/id/eprint/34825

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