Pengaruh Brand Image, Kualitas Pelayanan dan Customer Relationship Management terhadap Loyalitas Pelanggan pada PT Garuda Utama Persada

This study aims to determine and analyze the influence of brand image, service quality, and customer relationship management on customer loyalty at PT Garuda Utama Persada. The company operates in the fields of security services, cleaning services, and labor supply, where maintaining customer loyalty is essential for sustaining business relationships and supporting long-term business growth. The population consisted of all customers of PT Garuda Utama Persada during the research period. A saturated sampling technique was employed, meaning that all members of the population were included as research respondents. The total sample comprised 50 customers or business partners. The study focused on three independent variables: brand image, service quality, and customer relationship management, while customer loyalty served as the dependent variable. The findings indicate that brand image, service quality, and customer relationship management influence customer loyalty at PT Garuda Utama Persada. These findings highlight the importance of building a positive company image, delivering reliable and consistent services, and maintaining effective relationships with customers. By paying attention to these aspects, the company can strengthen customer relationships, improve loyalty, and support business continuity in the competitive security, cleaning, and labor supply service industries