Pengaruh Customer Relationship Management (Crm) Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Pelanggan PT Astra Internasional, Tbk-tso Auto2000 Cabang Denpasar)

This research is motivated by increasingly competitive rivalry among automotive in Indonesia. One way to win this competition is to implement Customer Relationship Management (CRM). Implementation of Customer Relationship Management (CRM) is expected to increase customer satisfaction and furthermore, making a loyal customer. Based on that issues, this research goal is to knowing Customer Relationship Management (CRM) influence on Satisfaction and Customer Loyalty. The type of research is explanatory research with quantitatif approach. The population in this research is all of AUTO2000 Denpasar Branch customer by some of characteristics: its owner (not a driver etc.) and doing at least twice or more service his car in AUTO2000 Denpasar Branch with all type of car. Sample of this research is 113 people by using accidental sampling method. This research using descriptive analysis and path analysis. The result of this research shows that Customer Relationship Management significantly influence on customer loyalty with Determination Coeficient (R2) 29,20%, Customer Relationship Management (CRM) significantly influence on Customer Satisfaction with Determination Coeficient (R2) 40,70%, Customer Satisfaction significantly influence Customer Loyalty with Determination Coeficient (R2) 17,50%