PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS KONSUMEN PADA RESTORAN CONFIT SURABAYA

Abstrak - Tujuan dalam penelitian ini adalah untuk megetahui pengaruh Customer Relationship Management melalui financial benefit, social benefit, structural tie secara signifikan terhadap loyalitas konsumen pada restoran Confit Surabaya. Jenis penelitian yang digunakan adalah kuantitatif kausal. Populasi dalam penelitian ini adalah konsumen pemegang kartu member Confit Surabaya. Pengumpulan data dalam penelitian ini diperoleh dari kuesioner yang dibagikan kepada 50 konsumen Confit Surabaya. Teknik analisis menggunakan analisa regresi linear berganda. Hasil penelitian menunjukkan bahwa financial benefit berpengaruh signifikan terhadap loyalitas konsumen. Kata kunci: Customer Relationship Management, Financial Benefit, Social Benefit, Structural Tie, Loyalitas Konsumen, Restoran Confit Surabaya Abstract - The purpose of this research was to determine the effect of Customer Relationship Management through financial benefit, social benefit, structural tie significantly to customer loyalty in Confit restaurant Surabaya. This type of research is quantitative causal. The population of this research is that membership card holder customer of Confit Surabaya. Collecting data in this study were obtained from questionnaires distributed to 50 customer Confit Surabaya. Mechanical analysis use multiple linear regression analysis. The results show that financial benefit has significant affects toward customer loyalty.  Keywords: Customer Relationship Management, Financial Benefit, Social Benefit, Structural Tie , Customer Loyalty, Confit Restaurant Surabaya