Hakim, Fajrial (2026) Pengaruh Customer Relationship Management (CRM) Terhadap Kinerja Pemasaran Melalui Loyalitas Reseller Sebagai Variabel Intervening (Survey Pada Reseller Queen Dawet SIidoarjo Jawa Timur). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
This study aims to analyze the effect of Customer Relationship Management (CRM) on Marketing Performance through Reseller Loyalty as an intervening variable at Queen Dawet Sidoarjo, East Java. This study is motivated by Queen Dawet's high dependence on resellers as the main distribution channel, so that relationship management with resellers is an important factor in maintaining business continuity and achieving marketing performance. The variables used in this study include Customer Relationship Management (CRM) as an independent variable, Reseller Loyalty as an intervening variable, and Marketing Performance as a dependent variable. This study uses a quantitative approach with data collection techniques through distributing questionnaires to active Queen Dawet resellers. The research sample consisted of 36 resellers selected using a purposive sampling technique. Data analysis was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software. The results of the study indicate that Customer Relationship Management has a positive and significant effect on Reseller Loyalty. However, Customer Relationship Management has a positive but insignificant effect on Marketing Performance. Reseller Loyalty also has a positive but insignificant effect on Marketing Performance. Furthermore, reseller loyalty was unable to significantly mediate the effect of customer relationship management on marketing performance. This finding suggests that CRM implementation at Queen Dawet is more effective in building reseller loyalty than improving marketing performance directly or indirectly.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic and Business > Department of Entrepreneurship | ||||||||
| Depositing User: | FAJJRIAL HAKIM | ||||||||
| Date Deposited: | 08 Jul 2026 03:56 | ||||||||
| Last Modified: | 08 Jul 2026 07:37 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54811 |
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