PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN PADA MIRACLE AESTHETIC CLINIC MALANG

Abstrak

Industri perawatan kulit dan kecantikan di Indonesia sedang mengalami pertumbuhan pesat. Penelitian ini bertujuan untuk mengkaji bagaimana sistem customer relationship management (CRM) dan brand image di Miracle Aesthetic Clinic Malang memengaruhi loyalitas pelanggan. Penelitian ini menggunakan metode explanatory research dengan pendekatan kuantitatif; sebanyak 100 peserta dipilih menggunakan teknik random sampling. Data dikumpulkan melalui kuesioner skala Likert 5 poin yang kemudian dianalisis menggunakan software SmartPLS (Partial Least Squares). Hasil penelitian menunjukkan bahwa CRM tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan, namun Brand Image memiliki pengaruh yang signifikan. Secara bersamaan, integrasi customer relationship management dan brand image menjelaskan 53.9% variabilitas Loyalitas Pelanggan, dengan instrumen yang memenuhi kriteria outer model dinyatakan valid dan reliabel. Temuan ini menyoroti pentingnya brand image dalam meningkatkan loyalitas pelanggan, sekaligus menunjukkan bahwa customer relationship management memerlukan implementasi yang lebih baik, terutama dalam hal personalisasi layanan dan respons terhadap pelanggan. Dengan meningkatkan strategi Brand Image dan customer relationship management, penelitian ini memberikan wawasan strategis untuk mengoptimalkan manajemen bisnis di sektor jasa estetika. The skincare and beauty industry in Indonesia is experiencing rapid growth. This study aims to examine how the customer relationship management (CRM) system and brand image at Miracle Aesthetic Clinic Malang influence customer loyalty. The research uses an explanatory research method with a quantitative approach; 100 participants were selected using random sampling techniques. Data were collected through a 5-point Likert scale questionnaire and analyzed using SmartPLS (Partial Least Squares) software. The results show that CRM does not have a significant effect on customer loyalty, but brand image has a significant impact. Together, the integration of customer relationship management and brand image explains 53.9% of the variability in customer loyalty, with the outer model instruments meeting the validity and reliability criteria. These findings highlight the importance of brand image in enhancing customer loyalty, while also indicating that CRM requires better implementation, particularly in terms of service personalization and responsiveness to customers. By improving brand image strategies and customer relationship management, this study provides strategic insights for optimizing business management in the aesthetic services sector.