PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUASAN KONSUMEN DAN LOYALITAS KONSUMEN (Asuransi Jiwa Prudential)
Abstract
This study aims to analyse the influence of RELATIONSHIP CUSTOMER
MANAGEMENT (CRM) Customer Satisfaction And Consumer Loyalty in Prudential Life
Insurance. Subjects in this study are consumers who have used Prudential Insurance for one year,
especially in the area of Yogyakarta. In this study sample of 100 respondents were selected by
purposive sampling method. The analysis tool used are multiple linear regression and Sobel Test.
Based on the analysis that has been done shows that the Customer Relationship
Management significantly affects customer satisfaction and the impact on Consumer Loyalty,
Customer Satisfaction Customer Relationship Management mediating influence on Consumer
Loyalty