Pengaruh Customer Relationship Management (CRM), Kualitas Produk Terhadap Kepuasan Pelanggan Pada Fore Coffee Cabang OCBC Ringroad Medan

Abstract

This study aims to identify and analyze the influence of Customer Relationship Management (CRM) and Product Quality on Customer Satisfaction at Sumatera Roastery & Coffee Medan. This research is an associative study using a quantitative approach. The population in this study consists of consumers of Sumatera Roastery & Coffee Medan, with a total sample of 80 respondents determined using a purposive sampling technique, based on criteria of customers who have made at least two product purchases within the last six months and purchased the products directly. The data analysis technique used is multiple linear regression analysis with the help of SPSS version 25. The results of the study indicate that simultaneously, Customer Relationship Management and Product Quality have a positive and significant effect on Customer Satisfaction. Partially, both variables also have a positive and significant effect on Customer Satisfaction. The coefficient of determination shows that the variables of Customer Relationship Management and Product Quality are able to explain Customer Satisfaction well.