PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPERCAYAAN PADA FORE COFFEE DI ROYAL PLAZA SURABAYA

Listanti, Raisha Firliana (2026) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPERCAYAAN PADA FORE COFFEE DI ROYAL PLAZA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the effect of Customer Relationship Management (CRM) on customer loyalty with customer trust as a mediating variable at Fore Coffee Royal Plaza Surabaya. The study is motivated by the increasingly competitive coffee shop industry, which requires companies not only to focus on product quality but also to build long-term relationships with customers through the implementation of digital-based CRM. Fore Coffee, as a modern coffee shop, utilizes a digital application to facilitate transactions, provide loyalty programs, and create more personalized interactions with customers. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers of Fore Coffee Royal Plaza Surabaya who met the research criteria. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that CRM has a positive effect on customer trust. Customer trust also has a positive effect on customer loyalty. In addition, CRM directly influences customer loyalty positively. Furthermore, the findings reveal that customer trust is able to mediate the relationship between CRM and customer loyalty. These results suggest that the better the implementation of CRM, the higher the level of customer trust, which in turn enhances customer loyalty. This study concludes that CRM is an important factor in building and maintaining customer loyalty, both directly and indirectly through the enhancement of customer trust. Therefore, Fore Coffee should continue to optimize its digital-based CRM strategies to strengthen customer relationships and foster sustainable customer loyalty. Keywords: Customer Relationship Management (CRM), Customer Trust, Customer Loyalty, Fore Coffee.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Setyadi, Taufik	NIDN0630086601	taufiksetyadi.agri@upnjatim.ac.id
Thesis advisor	Fitriana, Nisa Hafi Idhoh	NIDN0021019601	nisa.hafi.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Raisha Firliana Listanti

Date Deposited:

24 Jun 2026 06:24

Last Modified:

24 Jun 2026 06:28

URI:

https://repository.upnjatim.ac.id/id/eprint/54172