Published: 2026-08-01
Pengaruh Customer Relationship Management (CRM) dan Digital Marketing terhadap Customer Loyalty di Kopi Kenangan Garut
DOI: 10.35870/jemsi.v12i4.6613
Abstract
This study aims to analyze the influence of Customer Relationship Management (CRM) and Digital Marketing on Customer Loyalty among customers of Kopi Kenangan in Garut. The background of this research lies in the high consumption of coffee, particularly among students, which indicates strong potential for building customer loyalty. However, intense competition among coffee brands makes customers easily switch, highlighting the need for effective strategies to retain them. This research employed a quantitative method by distributing questionnaires to consumers of Kopi Kenangan in Garut. The analytical techniques used included descriptive analysis and multiple linear regression to examine the influence of each variable. The results show that both CRM and Digital Marketing have a positive and significant effect on Customer Loyalty. These findings demonstrate that well-managed customer relationships and effective digital marketing efforts can strengthen consumer loyalty in the coffee-based beverage industry.
Keywords
Relationship Management; Digital Marketing; Customer Loyalty; Kopi Kenangan; Garut
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 4 (2026)
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Section: Articles
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Published: 2026-08-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jemsi.v12i4.6613
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Hilman Rismanto, Universitas Garut
Program Studi Pemasaran, Fakultas Ekonomi, Universitas Garut, Jl. Raya Samarang No.52A, Indonesia.
Ghina Saqinah, Universitas Garut
Program Studi Pemasaran, Fakultas Ekonomi, Universitas Garut, Jl. Raya Samarang No.52A, Indonesia.
Trifani Deska Ayu Lestari, Universitas Garut
Program Studi Pemasaran, Fakultas Ekonomi, Universitas Garut, Jl. Raya Samarang No.52A, Indonesia.
Astrit Nurul Fazrin, Universitas Garut
Program Studi Pemasaran, Fakultas Ekonomi, Universitas Garut, Jl. Raya Samarang No.52A, Indonesia.
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