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The direct marketing program is carried out by the Sales and Marketing Department of HARRIS Sentul City Bogor Hotel which has a very important role in promoting its products such as increasing sales of function rooms by promoting market targets. Direct marketing, besides being able to sell function rooms, can also establish and foster relationships with guests or commonly called customer relationship management. Customer Relationship Management is a concept that focuses on maintaining relationships with customers to build long-term and profitable relationships with customers. The purpose of this research was to identify the effect of direct marketing programs on customer relationship management in increasing sales of function rooms at HARRIS Sentul City Hotel Bogor. Data collection methods used are observation, interview, questionnaire and literature study. Thisquestionnaires were distributed directly with 100 respondents who met the study requirements. Data analysis techniques used validity test, reliability test and multiple linear regression techniques The findings of this study show that the variables of telemarketing, direct mail, marketing kiosks and the on-line customer have a significant effect on customer relationship management while direct selling, and marketing catalog variables have no significant effect on customer relationship management

PENGARUH PROGRAM DIRECT MARKETING TERHADAP CUSTOMER RELATIONSHIP MANAGEMENT PADA FUNCTION ROOM DI HARRIS HOTEL SENTUL CITY BOGOR