Pengaruh Customer Relationship Management (Crm) Terhadap Loyalitas Pelanggan Di Bengkel Mobil Ud. Glen Motor Kota Gunungsitoli

Customer relationship management is an important aspect for automotive repair businesses seeking to retain customers amid increasing competition in the service industry. This study aims to analyze the effect of Customer Relationship Management (CRM) on customer loyalty at UD. Glen Motor Auto Repair Shop in Gunungsitoli City. The study employed a quantitative approach, with primary data collected through a questionnaire using a Likert scale. The study population consisted of 862 customers who used the workshop’s services throughout 2024. A total of 90 respondents were selected using purposive sampling based on predetermined criteria. The data were analyzed using simple linear regression with the assistance of IBM SPSS Statistics software, following normality and linearity tests. The regression analysis yielded the equation Y = 29.314 + 0.624X, indicating a positive relationship between CRM and customer loyalty. The coefficient of determination (R²) of 0.447 indicates that CRM explains 44.7% of the variation in customer loyalty, while the remaining variation is associated with factors outside the research model. The hypothesis test produced a calculated t-value of 8.426, exceeding the critical t-value of 1.987, with a p-value of less than 0.001. These findings support the conclusion that CRM has a positive and statistically significant effect on customer loyalty in the context of this study. Therefore, the workshop is advised to strengthen customer data management, service communication, and complaint follow-up consistently. ABSTRAK Pengelolaan hubungan pelanggan menjadi salah satu aspek yang perlu diperhatikan oleh usaha jasa bengkel mobil untuk mempertahankan pelanggan di tengah persaingan layanan otomotif. Penelitian ini bertujuan menganalisis pengaruh Customer Relationship Management (CRM) terhadap loyalitas pelanggan di Bengkel Mobil UD. Glen Motor Kota Gunungsitoli. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data primer melalui kuesioner berskala Likert. Populasi penelitian mencakup 862 pelanggan yang menggunakan jasa bengkel sepanjang tahun 2024. Sebanyak 90 responden dipilih menggunakan teknik purposive sampling berdasarkan kriteria yang telah ditetapkan. Data dianalisis melalui regresi linear sederhana dengan bantuan perangkat lunak IBM SPSS Statistics, setelah dilakukan pengujian asumsi normalitas dan linearitas. Hasil analisis menghasilkan persamaan regresi Y = 29,314 + 0,624X, yang menunjukkan hubungan positif antara CRM dan loyalitas pelanggan. Nilai koefisien determinasi sebesar 0,447 mengindikasikan bahwa CRM menjelaskan 44,7% variasi loyalitas pelanggan, sedangkan sisanya berkaitan dengan faktor di luar model penelitian. Uji hipotesis menghasilkan nilai t hitung sebesar 8,426, lebih besar daripada t tabel sebesar 1,987, dengan nilai p < 0,001. Hasil tersebut mendukung kesimpulan bahwa CRM berpengaruh positif dan signifikan terhadap loyalitas pelanggan dalam konteks penelitian ini. Oleh karena itu, bengkel disarankan memperkuat pengelolaan data pelanggan, komunikasi layanan, dan tindak lanjut keluhan secara konsisten.