EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TOWARDS CUSTOMER’S LOYALTY VIA CUSTOMER’S SATISFACTION AND CUSTOMER’S TRUST ON UD.XXX

Abstract

UD. Xxx is a company that deals with the construction industry. Due to the rise in population, there will be an increasing demand in housing which in turn will lead to an increase in demand of construction materials. Observing such phenomenon, the researcher analyzes the effect of CRM towards Customer’s Loyalty via loyalty and the trust of customers towards UD. Xxx. This research is aimed to understand the effect of CRM towards Customer’s Loyalty via Customer’s Satisfaction and Customer’s Trust on UD Xxx. This research has a sample pool of 40 people which satisfies the criteria that they are customers of UD Xxx who deals with the company on a monthly basis. Variables used for this research consists of variable eksogen (CRM), variable intervening (customer’s satisfaction and customer’s trust) and variable endogen (customer’s loyalty). Partial least square structural equation modeling (SEM-PLS) will be the chosen analyzing method for this research. The result of SEM-PLS shows that there is a significant effect of CRM (X1) on Customer’s Satisfaction (X2) and Customer’s Trust (X3), Customer’s Satisfaction (X2) on Customer’s Trust (X3) and lastly Customer’s Satisfaction (X2) and Customer’s Trust (X3) on Customer’s Loyalty (Y1) on UD Xxx.