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PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN PADA PT. ULTRAJAYA MILK INDUSTRY AND TRADING COMPANY. TBK

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ABSTRACT THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER LOYALTY IN PT. ULTRAJAYA MILK INDUSTRY AND TRADING COMPANY. TBK Written By: Rizki Oktosevent Tinambunan NIM: 1532155 This study aims to determine how the effect of Customer Relationship Management (CRM) on customer loyalty at PT. Ultrajaya Milk Industry and Trading Company. Tbk. In this study the authors used a descriptive method with data collection techniques through questionnaires to 44 retail merchant products of PT. Ultrajaya Milk Industry and Trading Company. Tbk. To process the data obtained from the results of the questionnaire, the authors use SPSS software. The results of this study indicate the results of a correlation coefficient of 0.548; which means there is a relationship between the Customer Relationship Management (CRM) customer loyalty, as well as the significant value of 0.00 with a confidence level of 0.05 so that H0 is rejected, which means Customer Relationship Management (CRM) has a positive and significant relationship on loyalty customer, with a contribution amount of 30%. The results of this study indicate that there is an effect of Customer Relationship Management (CRM) on customer loyalty at PT. Ultrajaya Milk Industry and Trading Company. Tbk. Keywords: Customer Relationship Management (CRM), Customer Loyalty.