Effect of Service Quality and CRM (Customer Relationship Management) Towards the Satisfaction and Loyalty of the Customers of PT. Fresh Gemintang Amerta in 21st PON Event in Aceh-Sumatera Utara in 2024

This research aims to 1) examine the effect of service quality towards the customer satisfaction, 2) examine the effect of service quality towards the customer loyalty, 3) examine the effect of CRM (Customer Relationship Management) quality on customer satisfaction, 4) examine the effect of custom-er satisfaction on customer loyalty, and 5) examine the effect of CRM (Customer Relationship Manage-ment) quality on customer loyalty. This research employed a quantitative descriptive utilizing a Partial Least Squares - Structural Equation Modeling (PLS-SEM) analytical technique. The research sample consisted of 88 respondents selected by purposive sampling procedures and quantified by using the Slovin formula to ascertain the appropriate sample size from the existing population. The data were collected through a questionnaire administered via Google Forms. The findings indicate that service quality significantly affects customer satisfaction (P value = 0.045) and customer loyalty (P value = 0.001). Customer satisfaction does not significantly affect customer loyalty (P value = 0.651). Furthermore, CRM quality significantly affect customer satisfaction (P value = 0.003), but it does not significantly affect customer loyalty (P value = 0.113)