The Effect of E-CRM on the Customer Loyalty of McDonald’s Indonesia

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Vol. 3 No. 2 (2023): JURNAL DIMMENSI
Published: Aug 31, 2023

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Yuliarti Maghfira Annahli
Universitas Pendidikan Indonesia
Ratih Hurriyati
Universitas Pendidikan Indonesia
Hilda Monoarfa
Universitas Pendidikan Indonesia

Abstract

This research is a quantitative research that examines social phenomena with the aim of knowing the effect of E-CRM on Customer Loyalty. The population of this research is Mc Donald's fast food customers in Indonesia. This study took a sample of 96 respondents using simple random sampling. Data collection in this study was in the form of distributing questionnaires to Mc Donald's fast food customers. The data analysis technique used is calculation analysis and inferential analysis with data processing calculation analysis tools using the IBM SPSS version 24 application. After analyzing the data, the results show that there is a positive and significant effect of E-CRM on Customer Loyalty.

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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