PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, BRAND IMAGE, SERVICE QUALITY DAN WORD OF MOUTH TERHADAP CUSTOMER LOYALTY PADA MCDONALD’S PURWOKERTO

Assiva Nabella; Herni Justiana Astuti; Muchammad Agung Miftahuddin; Fatmah Bagis

doi:10.31955/mea.v9i1.4962

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JOURNAL ARTICLE

PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, BRAND IMAGE, SERVICE QUALITY DAN WORD OF MOUTH TERHADAP CUSTOMER LOYALTY PADA MCDONALD’S PURWOKERTO

Assiva Nabella Herni Justiana Astuti Muchammad Agung Miftahuddin Fatmah Bagis

Year: 2025 Journal: Jurnal Ilmiah Manajemen Ekonomi & Akuntansi (MEA) Vol: 9 (1)Pages: 646-670

DOI: 10.31955/mea.v9i1.4962

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh antara customer relationship management, brand image, service quality, dan word of mouth terhadap customer loyalty pada McDonald’s Purwokerto. Jenis penelitian ini adalah penelitian kuantitatif. Sampel yang digunakan dalam penelitian ini yaitu 100, dengan menggunakan teknik pengambilan sampel yaitu purposive sampling. Instrumen untuk menghimpun data dilakukan dengan kuesioner skala likert lima tingkat. Alat analisis yang digunakan adalah SPSS. Menurut hasil dari penelitian ini diketahui bahwa Customer Relationship Management, Brand Image, Service Quality, dan Word of mouth berpengaruh positif signifikan terhadap Customer Loyalty.

Keywords:

Business Loyalty business model Brand image Service quality Word of mouth Business administration Advertising Service (business) Marketing

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Topics

Consumer Behavior and Marketing Influence

Social Sciences → Business, Management and Accounting → Marketing

Agriculture and Agroindustry Studies

Life Sciences → Agricultural and Biological Sciences → General Agricultural and Biological Sciences

Customer Service Quality and Loyalty

Social Sciences → Business, Management and Accounting → Organizational Behavior and Human Resource Management

PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, BRAND IMAGE, SERVICE QUALITY DAN WORD OF MOUTH TERHADAP CUSTOMER LOYALTY PADA MCDONALD’S PURWOKERTO

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