ANALYSIS OF THE EFFECT OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) AND BRAND TRUST ON CUSTOMER SATISFACTION AND LOYALTY IN PIXY COSMETIC PRODUCTS
DOI:
https://doi.org/10.31933/dijms.v2i3.708Keywords:
E-CRM, Brand Trust, Customer Satisfaction, LoyaltyAbstract
The purpose of this study was to study the Analysis of the Effects Electronic Customer Relationship Management (E-CRM) and Brand Trust to Customer Satisfaction and Loyalty to Pixy Cosmetic Brand. by measuring indicators that influence the variables of E-CRM, Brand Trust, Customer Satisfaction and Loyalty. This research uses descriptive research design using survey methods. Sampling uses certain criteria where respondents have known Pixy Cosmetics products from Key Opinion Leader and have bought Pixy Cosmetic Products via E-commerce and Offline store as well, at least 1 time in as a sampling technique. This study discusses using the structural equation model (structural equation modeling) - Lisrel to discuss the significance of the overall model relationship and predetermined pathways. The findings show that the E-CRM variable is positive and significant towards Customer Satisfaction, the Brand Trust is positive and significant towards Customer Satisfaction, and Customer Satisfaction is positive and significant towards the Loyalty.
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Mustafeed Zaman, Laurent Botti and Tan Vo Thanh (2016) : “Does managerial efficiency relate to customer satisfaction? The case of Parisian boutique hotels”.
Naggar, R. (2017). The Impact of Experience and Brand trust on Brand loyalty, while considering the mediating effect of brand Equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business and Management Review, 16-25.
Pratiwi, D., Saerang, D., & Tumewu, F. (2015). The Influence of Brand Image, Brand Trust and Customer Satisfaction on Brand Loyalty (Case of Samsung Smartphone). Jurnal Berkala Ilmiah Efisiensi, 377-385.
Pribanus Wantara (2015) : “The Relationships among Service Quality, Customer Satisfaction, and Customer Loyalty in Library Services”.
Rifai, A., & Wahyudi. (2016). The Effect to Create Customer Engagement on Customer E-Banking. Jurnal Dinamika Manajemen, 191-205.
Riorini, S., & Widayati, C. (2015). Relationship Commitment dan Customer Engagement: Stimulus serta Konsekwensi pada Konsumen Pengguna Transportasi Darat. Jurnal MIX, 418-436.
Risitano, M., Romano, R., Sorrentino, A., & Quintano, M. (2017). The impact of consumer-brand engagement on brand experience and behavioural intentions. British Food Journal, 1884-1896.
Romla, S., & Ratnawati, A. (2018). Keputusan Pembelian E-Commerce melalui Kemudahan Penggunaan, Kualitas Informasi dan Kualitas Interaksi Layanan Web. EKOBIS, 59-70.
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Rubio, Natalia., Vilasenor, Nieves., Yague, Maria Jesus (2016). Creation of consumer loyalty and trust in the retailer through storebrands: The moderating effect of choice of store brand name. Journal of Retailing and Consumer Services, 358- 368.
Sanaji, E. (2015). Pengaruh Customer Engagement terhadap Kepuasan Pelanggan dan Kepercayaan Merek serta Dampaknya pada Loyalitas Merek. Journal of Research in Economics and Management, 246-261.
Silalahi, U. (2012). Metode Penelitian Sosial. Bandung: Refika Aditama.
Sugiyono. (2012). Metode Penelitian Pendidikan, Pendekatan Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.
Vivek, S. (2009). A Scale of Consumer Engagement. Dissertation.
Wiranti, M., & Nugraha, H. (2017). Analisis Strategi Customer Engagement terhadap Loyalitas pada PT. Nascomoco Magelang. Jurnal Ilmu Administrasi Bisnis, 1-10.
Yoong, L., & Lian, S. (2019). Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business and Social sciences, 54-68.
Zlatko Bezhovski, Fida Hussain (2016). The Benefits of the Electronic Customer Relationship Management to the Banks and their Customers. Research Journal of Finance and Accounting, 114- 115.
Zulaicha, S., & Irawati, R. (2016). Pengaruh Produk dan Harga terhadap Keputusan Pembelian Konsumen di Morning Bakery Batam. Jurnal Inovasi dan Bisnis, 125-136.
Zyminkowska, K., Zyminkowski, T., & Blaszczyk, R. (2017). Effects of Customer Engagement Behavior. Journal of Economics and Management, 134-154.
Almira Bintang Ramadhan, Andriani Kusumawati Rizki, Yudhi Dewantara, Peram E-CRM (Electronic Customer Relationship Management) Dalam Meningkatkan Kualitas Pelayanan (2016), Jurnal Administrasi Bisnis (JAB)|Vol. 40 No.1
Altekar, S., & Keskar, A. (2014). A Study of the Factors Impacting the Buying Decision Process vis-à-vis Specified Consumer Durables in NOIDA. Journal of General Management Research, 111-123.
Aradhana Chadha (2015) : “Case study of Hotel Taj In The Context Of CRM And Customer Retention”.
Arto Lindblom, Sami Kajalo and Lasse Mitronen (2016) : “Exploring the links between ethical leadership, customer orientation and employee outcomes in the context of retailing”.
Ayaz Ahmed Chachar (2015) :“Impact of Customer Relationship Management Dimensions on Customer Outcomes : Evidence from Pakistan.
Aydin, G., Akdeniz, A., & Taskin, C. (2014). The Role of Brand Trust on Parents' Purchase Intentions of Baby Care Products. Dogus Universitesi Dergisi, 165-180.
Bader M. A. Almohaimmeed (2017) : “Restaurant Quality and Customer Satisfaction”.
Bashar Ahmed, M.L. Ben Maati, Badreddine Al Mohajir (2015) : The Effectiveness Of The Intelligence E-CRM Application In Enhancing Positive Customer Relationships.
Bang Nguyen, Sharifah Faridah Syed Alwi, Sulaiman Ali (2017) :The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty".
Bilgihan, Anin (2016) : Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding.
Bilgili, Ozkul, Koc, dan Oguz (2019) : “An Investigation Of Augmented Reality Applications From The Perspectives Of Brand Trust And Purchase Intentions Of Customers”.
Carol Lu, Celine Berchoux, Michael W. Marek, and Brendan Chen (2015) : Service quality and customer satisfaction: qualitative research implications for luxury hotels.
Chao Chin Huang (2017) : “The impacts of brand experiences on brand loyalty: mediators of brand love and trust”.
Chung, Yerim., Kim, Alex Jiyoung (2019) : Effects of mergers and acquisitions on brand loyalty in Luxury Brands: The moderating roles of luxury tier difference and social media. Journal of Business Research.
Daheshti, M., Firouzjah, J., & Alimohammadi, H. (2016). The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers. Annals of Applied Sport Science, 27-34.
Didin Hadi Saputra, Dian Utami Sutiksno, Aditya Halim Perdana Kusuma, Romindo, Romindo, Dewi Wahyuni, Agung Purnomo, Janner Simarmata (2020). Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah, Yayasan Kita Menulis.
Dongwon, Lee Junghoon., Moon, Yong., Jin Kim Mun Y.Y (2014) : Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty
Foster, B. (2016). Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences, 1-11.
Hong Zhang, Kem Z.K.Zhang, Matthew K.O. Lee, Feng Feng (2015) : Brand loyalty in enterprise microblogs Influence of community commitment, IT habit, and participation”.
Huang Chien-Jung (2017) : Relational Benefits, customer satisfaction, and Customer Citizenship Behaviour in Chain Store Restaurant.
Kalakota, Ravi & Maria Robinson. 2000. e-Business 7.0 : A Roadmap to Success. Addison Wesley, Longman Inc., USA.
Khadim, R., Hanan, M., Arshad, A., & Saleem, N. (2018). Revisiting Antecedents of Brand Loyalty: Impact of Perceived Social Media Communication with Brand Trust and Brand Equity as Mediators. Academy of Strategic Management Journal, 1-13.
Khoza, K., & Harjati, L. (2012). Analisis Brand Trust dan Brand Royalty Konsumen Garuda Indonesia. WIDYA, 41-48.
Khuong, M., & Duyen, H. (2016). Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products A Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 44-50.
Lahindah, L., Merisa, & Siahaan, R. (2018). The Influence of Product Innovation and Service Quality to Buying Decision and the Impact to Repeat Buying at Progo Road Bandung. The Asian Journal of Technologi Management, 118-124.
Mang'unyi, E., Khabala, O., & Ghovender, K. (2017). The relationship between e-CRM and customer loyalty: a Kenyan Commercial Bank case study . Business Perspectives, 106-115.
Mang'unyi, Khabala, Ghovender (2017) : Bank Customer Loyalty and Satisfaction: The Influence of Virtual E-CRM”.
Murtiningsih, D., Moeljadi, Noermijati, & Rofialty. (2016). The Effect of Brand Trust and Brand Loyalty (Studies in the University of Budi Luhur Jakarta). International Journal of Business, Economics and Law, 57-61.
Muhammad hassan, Arlslan Rafi dan Syed Sibtain Kazmi (2016) : “Impact of differentiated customer service, brand trust, brand commitment and brand salience on brand advocacy”.
Mustafeed Zaman, Laurent Botti and Tan Vo Thanh (2016) : “Does managerial efficiency relate to customer satisfaction? The case of Parisian boutique hotels”.
Naggar, R. (2017). The Impact of Experience and Brand trust on Brand loyalty, while considering the mediating effect of brand Equity dimensions, an empirical study on mobile operator subscribers in Egypt. The Business and Management Review, 16-25.
Pratiwi, D., Saerang, D., & Tumewu, F. (2015). The Influence of Brand Image, Brand Trust and Customer Satisfaction on Brand Loyalty (Case of Samsung Smartphone). Jurnal Berkala Ilmiah Efisiensi, 377-385.
Pribanus Wantara (2015) : “The Relationships among Service Quality, Customer Satisfaction, and Customer Loyalty in Library Services”.
Rifai, A., & Wahyudi. (2016). The Effect to Create Customer Engagement on Customer E-Banking. Jurnal Dinamika Manajemen, 191-205.
Riorini, S., & Widayati, C. (2015). Relationship Commitment dan Customer Engagement: Stimulus serta Konsekwensi pada Konsumen Pengguna Transportasi Darat. Jurnal MIX, 418-436.
Risitano, M., Romano, R., Sorrentino, A., & Quintano, M. (2017). The impact of consumer-brand engagement on brand experience and behavioural intentions. British Food Journal, 1884-1896.
Romla, S., & Ratnawati, A. (2018). Keputusan Pembelian E-Commerce melalui Kemudahan Penggunaan, Kualitas Informasi dan Kualitas Interaksi Layanan Web. EKOBIS, 59-70.
Roswita, 2015. Motif dan Kepuasan Penggunaan Media Sosial di Kalangan Pelajar Siswa SMA Negeri 5 Samarinda. E-Journal Komunikasi, Vo.3, No.3, pp. 290-301.
Rubio, Natalia., Vilasenor, Nieves., Yague, Maria Jesus (2016). Creation of consumer loyalty and trust in the retailer through storebrands: The moderating effect of choice of store brand name. Journal of Retailing and Consumer Services, 358- 368.
Sanaji, E. (2015). Pengaruh Customer Engagement terhadap Kepuasan Pelanggan dan Kepercayaan Merek serta Dampaknya pada Loyalitas Merek. Journal of Research in Economics and Management, 246-261.
Silalahi, U. (2012). Metode Penelitian Sosial. Bandung: Refika Aditama.
Sugiyono. (2012). Metode Penelitian Pendidikan, Pendekatan Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.
Vivek, S. (2009). A Scale of Consumer Engagement. Dissertation.
Wiranti, M., & Nugraha, H. (2017). Analisis Strategi Customer Engagement terhadap Loyalitas pada PT. Nascomoco Magelang. Jurnal Ilmu Administrasi Bisnis, 1-10.
Yoong, L., & Lian, S. (2019). Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business and Social sciences, 54-68.
Zlatko Bezhovski, Fida Hussain (2016). The Benefits of the Electronic Customer Relationship Management to the Banks and their Customers. Research Journal of Finance and Accounting, 114- 115.
Zulaicha, S., & Irawati, R. (2016). Pengaruh Produk dan Harga terhadap Keputusan Pembelian Konsumen di Morning Bakery Batam. Jurnal Inovasi dan Bisnis, 125-136.
Zyminkowska, K., Zyminkowski, T., & Blaszczyk, R. (2017). Effects of Customer Engagement Behavior. Journal of Economics and Management, 134-154.
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Published
2021-01-24
How to Cite
Nandya, T., & Permana, D. . (2021). ANALYSIS OF THE EFFECT OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) AND BRAND TRUST ON CUSTOMER SATISFACTION AND LOYALTY IN PIXY COSMETIC PRODUCTS. Dinasti International Journal of Management Science, 2(3), 467–483. https://doi.org/10.31933/dijms.v2i3.708
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