PENGARUH ANTARA NILAI EMOSIONAL, NILAI PENGORBANAN YANG DIRASAKAN TERHADAP LOYALITAS MEREK DAN PERILAKU KERJA CUSTOMER RELATIONSHIP MANAGEMENT PADA PELANGGAN McDonald’s DI SIDOARJO

This study was conducted to determine the effect of emosional value,sacrifice perceived value are significantly mediate the effect of brand loyalty and customer relationship managemet (CRM) on the user on customers McDonald’s in Sidoarjo. Sampling technique in this study was non-probability sampling method with jugdement Sampling. Data were collected from 130 respondents. Respondents who have buy and users, in Sidoarjo. The analysis method used in this research is the analysis path test using the Structural Equation Modelfor amos18. Brand loyalty is in the mediating effect of emotional value and sacrifice perceived value to customer relationship management on customers McDonald’s in Sidoarjo,So, customers of McDonald’s that have brand loyalty be loyal to the products of McDonald’s and a long term relationship with McDonald’s. Keywords: emosional value, customer value ,CRM (customer relationship management),brand loyalt