BRAND TRUST DAN SERVICE QUALITY SEBAGAI VARIABEL MEDIASI PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP CUSTOMER SATISFACTION

Abstract

The purpose of this research is to find out the influence of customer relationship management on customer satisfaction which is mediated by brand trust and service quality variables. This research is an explanatory research. The population used in this research are the customers of Imperial Kitchen & Dimsum, Ciputra Mall-West Jakarta which is 13.300 people in total. Data collected using questionnaire. While sampling method used is simple random sampling with 110 total respondents. Data is analyzed using SEM-AMOS. The result of this research is customer relationship management influences brand trust, brand trust influences customer satisfaction, brand trust mediates the influences of customer relationship management on customer satisfaction, customer relationship management influences service quality, service quality influences customer satisfaction, service quality mediates the influences of customer relationship management on customer satisfaction, and customer relationship management does not influence customer satisfaction.