Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Pada Fore Coffee Di Surabaya
PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN PADA FORE COFFEE DI SURABAYA
DOI:
https://doi.org/10.29408/jpek.v10i1.34280Keywords:
Customer Relationship Management; Customer Loyalty; Coffee Shop; , Digital CRMAbstract
Intense competition in the coffee retail sector has compelled companies to prioritize customer relationship management to foster sustainable loyalty. This research analyzes the influence of CRM on the loyalty of Fore Coffee users in Surabaya, utilizing a quantitative explanatory approach. Drawing from a sample of 100 respondents selected through purposive sampling, the data were analyzed using the SEM-PLS method. The findings confirm a positive and significant impact of CRM on customer loyalty, with a contribution of 74.9% ($R^2$ 0.749). This indicates that digital CRM strategies, including loyalty programs and personalized promotions, play a pivotal role in strengthening consumer engagement. Consequently, reinforcing CRM systems serves as a strategic move for coffee shop management to maintain their customer base amidst an increasingly aggressive industrial competition
References
Al-Diabat, M. (2022). Cuistomeir Reilationship Manageimeint And Cuistomeir Loyalty: Eixamining Thei Meidiating Rolei Of Buisineiss Proceiss Manageimeint. Inteirnational Jouirnal of Buisineiss Reiseiarch, 22(3): 45–58.
Buittlei, F., & Maklan, S. (2019). Cuistomeir reilationship manageimeint: Conceipts and teichnologieis. London: Rouitleidgei.
Chatteirjeiei, S., Rana, N. P., & Dwiveidi, Y. K. (2021). Cuistomeir eingageimeint and CRM eiffeictiveineiss: Thei rolei of digital platforms. Jouirnal of Buisineiss Reiseiarch, 122: 408–420.
Dwiveidi, Y. K., Ismagilova, Ei., Huigheis, D. L., Carlson, J., Filieiri, R., Jacobson, J., & Wang, Y. (2021). Seitting thei fuituirei of digital and social meidia markeiting reiseiarch: Peirspeictiveis and reiseiarch propositions. Inteirnational Jouirnal of Information Manageimeint, 59: 102168.
Gazi, M. A. I., Rahman, M., & Rahman, M. (2024). Thei reilationship beitweiein CRM and cuistomeir loyalty in thei teileicommuinication induistry. Jouirnal of Reilationship Markeiting, 23(1): 1–18.
Goodstats. (2024). Keidai Kopi Favorit di Indoneisia. Diakseis pada 10 Januiari 2026, dari https://goodstats.id
Hair, J. F., Huilt, G. T. M., Ringlei, C. M., & Sarsteidt, M. (2022). A Primeir On Partial Leiast Squiareis Struictuiral Eiquiation Modeiling (PLS-SEiM). Thouisand Oaks: Sagei Puiblications.
Harrigan, P., Eiveirs, Ui., Mileis, M., & Daly, T. (2020). Cuistomeir eingageimeint with digital CRM systeims: Thei rolei of cuistomeir eixpeirieincei. Jouirnal of Markeiting Manageimeint, 36(15–16): 1467–1495.
Inteirnational Coffeiei Organization. (2023). Coffeiei markeit reiport 2023. London: Inteirnational Coffeiei Organization.
Kuimar, V., & Reiinartz, W. (2021). Cuistomeir reilationship manageimeint: Conceipt, strateigy, and tools. Cham: Springeir.
Leimon, K. N., & Veirhoeif, P. C. (2016). Uindeirstanding cuistomeir eixpeirieincei throuighouit thei cuistomeir jouirneiy. Jouirnal of Markeiting, 80(6): 69–96.
Palmatieir, R. W., Kuimar, V., & Harmeiling, C. M. (2018). Cuistomeir eingageimeint markeiting. Jouirnal of thei Acadeimy of Markeiting Scieincei, 46(1): 1–23.
Ratheir, R. A., & Holleibeieik, L. D. (2021). Cuistomeir eingageimeint and loyalty: Thei rolei of reilationship markeiting in seirvicei induistrieis. Jouirnal of Reitailing and Consuimeir Seirviceis, 58: 102119.
Sharma, A., & Aggarwal, A. (2022). Impact of digital cuistomeir reilationship manageimeint on cuistomeir loyalty in seirvicei induistrieis. Inteirnational Jouirnal of Cuistomeir Reilationship Markeiting and Manageimeint, 13(2): 1–15.
Zeiguillaj, A., Krasniqi, Ei., & Gashi, R. (2023). Thei impact of cuistomeir reilationship markeiting on cuistomeir loyalty: Eivideincei from thei banking seictor. Jouirnal of Buisineiss and Reitail Manageimeint Reiseiarch, 17(2): 112–125.%)
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Raisha Firliana Listanti, Taufik Setyadi, Nisa Hafi Idhoh Fitriana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
semua jurnal ini menjadi tanggung jawab penuh penulis, JPEK memberikan akses terbuka kepada siapapun agar informasi dan temuan pada artikel bermanfaat bagi semua orang, JPEK dapat diakses dan diunduh oleh siapapun tanpa dipungut biaya sesuai dengan lisensi creative common yang digunakan.
