THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND SERVICE QUALITY ON CUSTOMER LOYALTY IN NOTARY AND PPAT OFFICE YATININGSIH,SH.,MH IN SURABAYA

Novelia Asita Mranani, Supartini

Abstract

This study aims to determine the effect of Customer Relationship Management (CRM) and Service Quality on Customer Loyalty in the Notary Office and PPAT Yatiningsih, SH., MH in Surabaya and to determine which of the Customer Relationship Management (CRM) and Service Quality variables have the dominant influence on Customer Loyalty at the Notary Office and PPAT Yatiningsih, SH., MH in Surabaya using a quantitative method involving 65 respondents. Data collection is done by using questionnaires. The data obtained were analyzed using a statistical formula that is by using multiple linear regression analysis whose data processing was carried out with the SPSS version 23. The results of the study based on the simultaneous significance test (F test) showed the significance value of the two independent variables, that the Customer Relationship Management (CRM) variable ) and Service Quality simultaneously have a positive and significant effect on Customer Loyalty in the Notary and PPAT offices Yatiningsih, SH, MH, based on the significance test of partial influence (t test) it is concluded that the variable Customer Relationship Management (CRM) does not have a significant positive effect on Customer Loyalty on Notary office and PPAT Yatiningsih, SH, MH while the Service Quality variable has a significant positive effect on Customer Loyalty at the Notary and PPAT office Yatiningsih, SH, MH. Based on the results of the beta test shows that the variable Service Quality is the dominant variable influencing Customer Loyalty at the Notary and PPAT offices Yatiningsih, SH, MH in Surabaya