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The Influence of Customer Relationship Management and Brand Image on Customer Loyalty through Satisfaction

Management Analysis Journal · Vol. 7 No. 3 (2018) · pp. 363–373

DOI
10.15294/maj.v7i3.26638
ISSN
2502-1451, 2252-6552
Published
2018-09-25
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

The purpose of this study was to determine the direct and indirect effects of customer relationship management and brand image on customer loyalty through satisfaction in the official Suzuki Indosun Semarang workshop. The population in this study were consumers of the Semarang Indosun Suzuki official workshop who had served more than once with a total sample of 115 respondents, through non-probability sampling techniques, namely accidental sampling. Data collection was obtained through questionnaires. Data analysis method in this study consisted of validity, reliability, classical assumption test, hypothesis test, and path analysis. Instrument testing is carried out using the IBM SPSS Statistics 23.0 program. The results show that customer relationship management and brand image have a significant effect on satisfaction. Customer relationship management and brand image have a significant effect on customer loyalty. Satisfaction has a significant effect on customer loyalty. The results of the path analysis test show that customer relationship management and brand image have a significant effect on customer loyalty through satisfaction. So that it can be said that satisfaction is able to become an intervening variable the influence of customer relationship management and brand image on customer loyalty.

Collaboration network of the authors

33 authors · 33 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • IAIN Kudus
  • Universitas Muhammadiyah Semarang
  • Institut Agama Islam Negeri Kendari
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Partono PartonoIAIN Kudus1
Fitriana Alfah NurAffiliation unknown1
Esti RiyaniAffiliation unknown1
Mia Yulistiya NingrumAffiliation unknown1
Elisa PermatasariAffiliation unknown1
Kristin WahyuniAffiliation unknown1
Ekasari PrastiaAffiliation unknown1
Nur Ratri KurniasihAffiliation unknown1
Muhammad HuseinAffiliation unknown1
mohammad ridwanUniversitas Muhammadiyah Semarang1
Rizky Marisa UtamiAffiliation unknown1
Susanti SusantiInstitut Agama Islam Negeri Kendari1
Noni WidyastutiAffiliation unknown1
Siti KhanifahAffiliation unknown1
Muhammad AjiAffiliation unknown1
Rizqa PurnamasariAffiliation unknown1
Noor Indah FitrianiAffiliation unknown1
Fandi Aji SaputroAffiliation unknown1
Jimmi Rizki RomahdonaAffiliation unknown1
Reni SeptyaningsihAffiliation unknown1
Novi AstutiAffiliation unknown1
Wika WidayantiAffiliation unknown1
rizky kurniantariAffiliation unknown1
Siti Nurul HidayahAffiliation unknown1
Suci ApriliaAffiliation unknown1
Benedicta DindaAffiliation unknown1
Fara Kartika SariAffiliation unknown1
Yanah RiaAffiliation unknown1
Khusnul Ma IsyahAffiliation unknown1
Aditya Fuad HasyimAffiliation unknown1
Ocvi NiamilaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/maj/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">The Influence of Customer Relationship Management and Brand Image on Customer Loyalty through Satisfaction</dc:title>
	<dc:creator>Zuhri, M Ali Tsabit</dc:creator>
	<dc:creator>Palupiningdyah, Palupiningdyah</dc:creator>
	<dc:description xml:lang="en-US">The purpose of this study was to determine the direct and indirect effects of customer relationship management and brand image on customer loyalty through satisfaction in the official Suzuki Indosun Semarang workshop. The population in this study were consumers of the Semarang Indosun Suzuki official workshop who had served more than once with a total sample of 115 respondents, through non-probability sampling techniques, namely accidental sampling. Data collection was obtained through questionnaires. Data analysis method in this study consisted of validity, reliability, classical assumption test, hypothesis test, and path analysis. Instrument testing is carried out using the IBM SPSS Statistics 23.0 program. The results show that customer relationship management and brand image have a significant effect on satisfaction. Customer relationship management and brand image have a significant effect on customer loyalty. Satisfaction has a significant effect on customer loyalty. The results of the path analysis test show that customer relationship management and brand image have a significant effect on customer loyalty through satisfaction. So that it can be said that satisfaction is able to become an intervening variable the influence of customer relationship management and brand image on customer loyalty.</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2018-09-25</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/maj/article/view/26638</dc:identifier>
	<dc:identifier>10.15294/maj.v7i3.26638</dc:identifier>
	<dc:source xml:lang="en-US">Management Analysis Journal; Vol 7 No 3 (2018): Management Analysis Journal; 363-373</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v7i3</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/maj/article/view/26638/12572</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2018 Management Analysis Journal</dc:rights>
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