PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS MUZAKKI (STUDI KASUS YATIM MANDIRI SURABAYA) 

THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON MUZAKKI LOYALTY (CASE STUDY YATIM MANDIRI SURABAYA) 

Penelitian ini bertujuan untuk menguji pengaruh customer relationship management (data dan informasi, sumber daya manusia, proses, dan teknologi) terhadap loyalitas muzakki studi kasus Yatim Mandiri Surabaya. Penelitian ini dilakukan dengan pendekatan kuantitatif asosiatif. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 100 orang muzakki aktif di Yatim Mandiri Surabaya dan menggunakan teknik purposive sampling. Penelitian ini menggunakan kuesioner yang dihitung dengan skala likert dan dianalisis dengan SPSS versi 23. Hasil penelitian ini menunjukkan bahwa customer relationship management memiliki pengaruh signifikan dan positif terhadap loyalitas muzakki. Berdasarkan hasil uji parsial menunjukkan bahwa customer relationship management memiliki pengaruh secara parsial terhadap loyalitas muzakki, dan berdasarkan hasil uji koefisien determinasi, menunjukkan bahwa variabel customer relationship management memiliki pengaruh yang besar sebesar 33,7% terhadap loyalitas muzakki.

The aim of this research is to test the effect of customer relationship management (data and information, human resources, process, and technology) towards muzakki loyalty case study Yatim Mandiri Surabaya. This research was conducted with an associative quantitative approach. Number of samples that used in this research were 100 people who are active muzakki in Yatim mandiri Surabaya and used purposive sampling technique. This research used a questionnaire that calculates with Likert scale and analyzed with SPSS 23 version. The result of this research indicated that customer relationship management varible has significant effect and positive of muzakki loyalty. Based on the partial test result indicated that customer relationship management has partial effect of muzakki loyalty, and based on the coefficient of determination test result, indicated that customer relationship management variable has a big impact as 33.7% of muzakki loyalty.