Open AccessANALYSIS OF E-CRM, E-MARKETING ON CUSTOMER LOYALTY WITH INTERVENING VARIABLES OF CUSTOMER SATISFACTION AT PT. INDOFOOD CBP SUKSES MAKMUR Tbk.
Author(s) -
Yuliati Yuliati,
Ratih Hurriyati,
Moch. Adieb Sultan
Publication year - 2021
Publication title -
dinasti international journal of education management and social science
Language(s) - English
Resource type - Journals
eISSN - 2686-6358
pISSN - 2686-6331
DOI - 10.31933/dijemss.v2i6.997
Subject(s) - customer satisfaction , loyalty business model , marketing , business , intervening variable , relationship marketing , customer delight , customer retention , customer equity , customer advocacy , loyalty , structural equation modeling , business administration , marketing management , mathematics , service quality , statistics , sociology , population , demography , service (business)
The purpose of this study was to determine the effect of E-CRM and E-Marketing on customer loyalty and intervening satisfaction of consumers of PT. Indofood. In this study, the authors use Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach to answer research problems related to the effect of E-CRM and E-Marketing on customer loyalty with the intervening variable of customer satisfaction. This study indicates that based on the results of hypothesis testing, E-CRM affects customer loyalty with the intervening variable of customer satisfaction, as well as the results of testing the hypothesis that E-Marketing affects customer loyalty with the intervening variable of customer satisfaction.