PENGARUH DIGITAL MARKETING DAN CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS KONSUMEN PADA PRODUK AIR MINUM CHEERS (STUDI PT. ATLANTIC BIRURAYA)

THE EFFECT OF DIGITAL MARKETING AND CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN CHEERS DRINKING WATER PRODUCTS (STUDY OF PT. ATLANTIC BIRURAYA)

Penelitian ini mempunyai tujuan guna mengetahui pengaruh digital marketing dan Customer relationship marketing terhadap loyalitas konsumen. Penelitian berikut merupakan penelitian kuantitatif deskriptif. Sampel yang digunakan pada penelitian berjumlah 55 responden. Teknik Pengumpulan data menggunakan instrument penelitian yaitu kuesioner yang diberi pada pelanggan dari PT. Atlantic Biruraya. Metode analisis yang dipakai ialah analisis regresi linier, korelasi, koefisien determinasi, uji t, serta uji F. Hasil penelitian membuktikan bahwasanya secara simultan variabel independen yaitu digital marketing dan   mempengaruhi loyalitas konsumen. Secara parsial, hasil penelitian membuktikan bahwasanya pemasaran digital mempunyai pengaruh positif terhadap loyalitas konsumen. Pemasaran hubungan pelanggan mempunyai pengaruh positif terhadap loyalitas konsumen. Diketahui nilai uji ANOVA atau Ftest, dengan Fount 12,522 dan memiliki tingkat signifikan 0,000, disimpulkan bahwa digital marketing (X1), customer relationship marketing (X2) secara bersama-sama berpengaruh signifikan terhadap loyalitas konsumen (Y) pada PT. Atlantic Biruraya.

Kata kunci: digital marketing, customer relationship marketing dan loyalitas pelanggan.

This study aims to determine the effect of digital marketing and customer relationship marketing on consumer loyalty. This research is descriptive quantitative research. The sample used in the study was 55 respondents. Data collection techniques using research instruments, namely questionnaire given to customers from PT. Atlantic Biruraya. The analytical method used is linear regression analysis, correlation, coefficient of determination, t-test, and F test. The results show that simultaneously the independent variable, namely digital marketing, affects consumer loyalty. Partially, the research results show that digital marketing has a positive effect on consumer loyalty. Customer relationship marketing has a positive influence on consumer loyalty. It is known that the ANOVA or Ftest test value, with a Fount of 12.522 and a significant level of 0.000, concluded that digital marketing (X1), customer relationship marketing (X2) together have a significant effect on consumer loyalty (Y) at PT. Atlantic Biruraya.

Keywords: digital marketing, customer relationship marketing, and customer loyalty.