PENGARUH CUSTOMER EXPERIENCE, BRAND TRUST, NILAI PELANGGAN DAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN ( Studi pada Pelanggan Larissa Aesthetic Center Purwokerto)

TYAS, AYUNING (2020) PENGARUH CUSTOMER EXPERIENCE, BRAND TRUST, NILAI PELANGGAN DAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN ( Studi pada Pelanggan Larissa Aesthetic Center Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to study the effect of customer experience, brand trust, customer value, customer relationship management on customer loyalty. The subject of this study was the Larissa Center for Beauty Clinic Aesthetics. The population in this study were students at Purwokerto University. The sample selection in this study was conducted by purposive sampling. Based on the criteria, 110 respondents were sampled. The research methods used in this study are instrumental test, classic assumption test, multiple regression analysis, model fit test, and hypothesis test.simultaneous analysis results show that customer experience, brand trust, customer value, significant customer relationship management hane a positive and significant effect on customer loyalty, wirh a variability of 67,2%. Furthermore, the results of the partial analysis show that customer experience, brand trust, customer value, customer relationship management have a positive and significant effect on customer loyalty,

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