Customer Loyalty Reinforcement through Customer Relationship Management and Customer Value: Evidence From PT. Pos Indonesia Majalengka

Abstract

This research aims to determine the influence of Customer Relationship Management (CRM) and customer value on customer loyalty at PT Pos Indonesia (Persero), Majalengka Branch. The urgency of this study stems from increasing competition in the logistics and postal service industry, requiring companies to strengthen customer loyalty through effective relationship management and enhanced customer value. This study employed a descriptive and verificative quantitative approach, using questionnaires distributed to 100 respondents. Data analysis techniques included validity testing, reliability testing, multiple regression analysis, multiple correlation analysis, coefficient of determination (R²), and hypothesis testing using t-test and F-test. The results indicate that CRM, customer value, and customer loyalty at PT Pos Indonesia (Persero) Majalengka Branch are in the good category. Partially, CRM has a positive and significant effect on customer loyalty, and customer value also has a positive and significant effect on customer loyalty. Customer value is the most influential variable contributing 32.2% to loyalty, followed by CRM contributing 21.5%, resulting in a total influence of 53.7%. The remaining 46.3% is affected by other variables not examined in this study. Therefore, improving CRM strategies and customer value plays a crucial role in strengthening customer loyalty.