Laili, Fitria Rahmatul (2026) Pengaruh Customer Relationship Management (CRM) dan Brand Image Terhadap Keputusan Pembelian Dengan Kualitas Layanan Sebagai Variabel Intervening (Studi Pada Arung Senja Cafe Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the impact of Customer Relationship Management (CRM) and brand image on Purchase Decisions, with Service Quality as an intervening variable at Arung Senja Cafe Surabaya. The approach used in this research is an associative quantitative method. The population of this study consists of all customers of Arung Senja Cafe, with the sample selected through a purposive sampling technique based on the criteria of customers who have previously visited, resulting in 100 respondents. Data collection was conducted using a questionnaire instrument and subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The hypothesis testing results indicate that Customer Relationship Management (CRM) and brand image have a positive and significant effect on Service Quality. However, in relation to Purchase Decisions, CRM is proven to have no significant direct effect, whereas brand image is proven to have a positive and significant influence. Furthermore, this study reveals that Service Quality does not significantly affect Purchase Decisions. In the mediation test, Service Quality is proven unable to mediate the relationship of either CRM or brand image on Purchase Decisions. Overall, it can be concluded that brand image is the variable with the most dominant direct effect. Therefore, the management of Arung Senja Cafe is advised to prioritize strategies for strengthening its brand image to enhance consumer purchase decisions. Keywords: Customer Relationship Management, Brand Image ,Service Quality, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fitria Rahmatul Laili | ||||||||
| Date Deposited: | 25 May 2026 06:59 | ||||||||
| Last Modified: | 25 May 2026 06:59 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52421 |
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