The Influence Of Customer Relationship Management On Customer Retention At Latarkopi In South Jakarta

Erdianty Maghfirah Rahmalia; Suryanto; Ratih Purbasari

doi:10.63922/ijebir.v5i04.4770

Erdianty Maghfirah Rahmalia Faculty Of Social and Political Sciences, Padjadjaran University
Suryanto Faculty Of Social and Political Sciences, Padjadjaran University
Ratih Purbasari Faculty Of Social and Political Sciences, Padjadjaran University

DOI: https://doi.org/10.63922/ijebir.v5i04.4770

Keywords: Customer relationship management, customer retention, latar kopi

Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM) on customer retention at Latar Kopi in South Jakarta, where CRM is defined as a strategy that integrates the management of customer interactions, services, and needs in order to build mutually beneficial long-term relationships. A quantitative method with a descriptive and verificative approach was employed; primary data were collected through questionnaires distributed to customers of Latar Kopi, while secondary data were obtained from literature sources including books, scientific journals, and other relevant references, using Purposive sampling and simple linear regression analysis. The results indicate that CRM has a positive influence on customer retention, as effective CRM implementation enhances customer satisfaction and loyalty, encouraging customers to maintain longer relationships with the company, thereby confirming that customer relationship management is a strategic factor in retaining customers within the competitive café industry.

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