THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT, PRODUCT QUALITY, AND PRICE ON CUSTOMER LOYALTY (A CASE STUDY OF KOPI KENANGAN CUSTOMERS AT THE ROGOJAMPI BRANCH, BANYUWANGI)

Abstract

This study seeks to elucidate the effects of Customer Relationship Management (CRM), product quality, and pricing on customer allegiance at the Kopi Kenangan Rogojampi Branch in Banyuwangi. A quantitative research paradigm was adopted, employing a survey-based methodology. The study population encompassed the entire customer base of the aforementioned branch, from which 100 respondents were recruited through purposive sampling. Data procurement was conducted via questionnaires, with subsequent analyses comprising validity and reliability assessments, classical assumption diagnostics, multiple linear regression, F-testing, t-testing, and the coefficient of determination (R²). The model adequacy assessment evinced that the regression model was tenable for explicating customer allegiance. On an individual basis, Customer Relationship Management, product quality, and pricing each exerted a favourable and statistically significant influence on customer allegiance. These findings are anticipated to furnish valuable managerial insights for cultivating enduring customer allegiance through the fortification of Customer Relationship Management, the amelioration of product quality, and the calibration of judicious pricing strategies.