Pengaruh Implementasi Customer Relationship Management (Crm) Untuk Menjaga Loyalitas (Survei Pada Pelanggan Kedai Kober Mie Setan Di Jl. Soekarno Hatta, Malang)

Along with the advancement of global economy, there are many culinary businesses growing in the society especially the trending hot culinary business. The application of Customer Relationship Management (CRM) is expected to become an appropriate strategy to face the high competition. The objective of this study is to identify and explain the influence, both simultaneous and partial, of Customer Relationship Management (CRM), that consists of the USAge of consumer database, marketing process, technology that supports the mission of the company, trust, and commitment, on customer loyalty. Using sample of 116 people with purposive sampling technique. The data were analyzed descriptively using classical assumption test and multiple linear regression test. The results show that the USAge of Consumer Database, Marketing Process, technology that supports the mission of The Company, Trust, and Commitment influence customer Loyalty simultaneously and significantly. The USAge of consumer database and Marketing process do not influence customer Loyalty partially and significantly. However, the other independent variables influence customer Loyalty partially and significantly