Pengaruh Social Customer Relationship Management dan Pengalaman Pelanggan Terhadap Loyalitas Pelanggan pada Brand Kopi Kenangan Jalan Iskandar Muda Medan

Abstract

Coffee, as a global commodity, has transformed from an agricultural product into a high-value industry. The growing market demand, shifting lifestyles, and advancements in digital technology have driven the global expansion of the coffee industry. Kopi Kenangan, as a modern coffee brand in Indonesia, faces challenges in maintaining customer loyalty amid intense competition. This study aims to analyze the influence of social customer relationship management and customer experience on customer loyalty at Kopi Kenangan Jalan Iskandar Muda Medan. Social customer relationship management is essential as it leverages digital platforms to build two-way interactions with customers, while customer experience reflects the quality of direct interactions and the overall perception of the brand. This research employs a quantitative approach and multiple regression analysis with data collected from 175 respondents through questionnaires. The findings indicate that both social CRM and customer experience have a positive and significant effect on customer loyalty. These results highlight the importance of digital strategies and consistent customer experiences in maintaining customer loyalty at Kopi Kenangan.