PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus pada PT. Garuda Indonesia Rute Penerbangan Internasional)

Abstract

This research is motivated by the escalation of public interest of going abroad by
using airpane as the transportation means. The purpose of this research is to determine the
direct influence and indirect influence between Customer Relationship Management variable
and Service quality variable as x variable to customer loyalty as y variable through customer
satisfaction as z variable.. The result shows Customer Relationship Management does not have
direct influence to customer loyalty 0.651. Customer satisfaction has direct influence to
customer loyalty 2.773. Service quality has direct influence to customer loyalty 2.093.
Customer relationship management has direct influence to customer satisfaction 2.009.
Service quality has direct influence to customer satisfaction with 6.587. The sobel test result
shows there is no influence between Customer Relationship Management to customer loyalty
through customer satisfaction 1.571. There is direct influence of service quality to customer
loyalty through customer satisfaction 2.532. The suggestion is Garuda Indonesia should
increase the CRM system and increasing the service quality