ANALYSIS OF E-CRM, E-MARKETING ON CUSTOMER LOYALTY WITH INTERVENING VARIABLES OF CUSTOMER SATISFACTION AT PT. INDOFOOD CBP SUKSES MAKMUR Tbk.

Authors

  • Yuliati Yuliati Departemen Ilmu Manajemen, Universitas Pendidikan Indonesia, Indonesia
  • Ratih Hurriyati Departemen Ilmu Manajemen, Universitas Pendidikan Indonesia, Indonesia
  • Moch. Adieb Sultan Departemen Ilmu Manajemen, Universitas Pendidikan Indonesia, Indonesia

DOI:

https://doi.org/10.31933/dijemss.v2i6.997

Keywords:

Customer loyalty, customer satisfaction, E-Marketing, E-CRM

Abstract

The purpose of this study was to determine the effect of E-CRM and E-Marketing on customer loyalty and intervening satisfaction of consumers of PT. Indofood. In this study, the authors use Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach to answer research problems related to the effect of E-CRM and E-Marketing on customer loyalty with the intervening variable of customer satisfaction. This study indicates that based on the results of hypothesis testing, E-CRM affects customer loyalty with the intervening variable of customer satisfaction, as well as the results of testing the hypothesis that E-Marketing affects customer loyalty with the intervening variable of customer satisfaction.

References

Chaffey, D., 2009, E-Business and e-Commerce Management. (4th editions), Prentice-Hall, New Jersey
Jih, W, -J., Lee, S. -F., 2010, Effect of E-CRM Value Perceptions on Website Loyalty: An Empirical
Investigation from Customer Perspective, International Journal of E-Business Research, Vol. 6, No.
(Kotler & Keller, 2013) Kotler, P., & Keller, KL (2013). Marketing Management Volume 1. In Jakarta.
Suyitno, A., & Sudarso, I. (2019). Design of Customer Satisfaction Improvement with Servqual and IPA Method Approach at Underpass Cafe. National Seminar on Innovation and Technology Applications in Industry 2019.
Salehi, M., Mirzaei, H., Aghaei, M., & Abyari, M. (2012) Dissimilarity of E-Marketing VS Traditional
Marketing. International Journal of Academic Research in Business and Social Sciences, 2(1),
510-514.

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Published

2021-09-30

How to Cite

Yuliati, Y., Hurriyati, R. ., & Adieb Sultan, M. (2021). ANALYSIS OF E-CRM, E-MARKETING ON CUSTOMER LOYALTY WITH INTERVENING VARIABLES OF CUSTOMER SATISFACTION AT PT. INDOFOOD CBP SUKSES MAKMUR Tbk. Dinasti International Journal of Education Management And Social Science, 2(6), 1059–1067. https://doi.org/10.31933/dijemss.v2i6.997

Issue

Vol. 2 No. 6 (2021): Dinasti International Journal of Education Management and Social Science (August - September 2021)

Section

Articles

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