CUSTOMER RELATIONSHIP MARKETING MEASUREMENT MODEL, CUSTOMER TRUST, WORD OF MOUTH AND CUSTOMER LOYALTY CONFIRMATION FACTOR ANALYSIS APPROACH

Abstract

Mixue is one of them that operates in the Indonesian food and beverage sector. The high development of Mixue has an impact on price competition with competitors and the price of ice cream from Mixue is the most expensive compared to the price of ice cream from other brands, but the development of Mixue has remained so massive from the beginning of its expansion, so that the number of outlets opened can be an indicator of high demand and popularity of Mixue and an indication of the effectiveness of customer relationship marketing.,customer trust, word of mouth, and customer loyalty. The purpose of this study is to analyze the customer relationship marketing measurement model., customer trust, word of mouth, and customer loyalty confirmatory factor analysis approach. The sample of this study was 140 Mixue customers in Malang City and the data analysis used the confirmatory factor analysis (CFA) technique. Based on the results of the confirmatory factor analysis, it was concluded that the indicator that was considered to have the greatest or strongest contribution to forming the customer relationship marketing variable was mutual respect. The indicator that was considered to have the greatest or strongest contribution to forming the customer trust variable was trustworthiness. The indicator that was considered to have the greatest or strongest contribution to forming the word-of-mouth variable was recommending. The indicator that was considered to have the greatest or strongest contribution to forming the customer loyalty variable was suitability with product use. Recommendations that can be given by Mixue management in Malang City are to be more open to receiving suggestions from customers related to the products offered, management needs to pay attention to customer comfort, and management needs to create good relationships with customers so that customers tell their experiences to others. Future research can be done by testing the influence of customer relationship marketing, customer trust, and word of mouth on customer loyalty of Mixue customers.

Mixue is one of them that operates in the Indonesian food and beverage sector. The high development of Mixue has an impact on price competition with competitors and the price of ice cream from Mixue is the most expensive compared to the price of ice cream from other brands, but the development of Mixue has remained so massive from the beginning of its expansion, so that the number of outlets opened can be an indicator of high demand and popularity of Mixue and an indication of the effectiveness of customer relationship marketing.,customer trust, word of mouth, and customer loyalty. The purpose of this study is to analyze the customer relationship marketing measurement model., customer trust, word of mouth, and customer loyalty confirmatory factor analysis approach. The sample of this study was 140 Mixue customers in Malang City and the data analysis used the confirmatory factor analysis (CFA) technique. Based on the results of the confirmatory factor analysis, it was concluded that the indicator that was considered to have the greatest or strongest contribution to forming the customer relationship marketing variable was mutual respect. The indicator that was considered to have the greatest or strongest contribution to forming the customer trust variable was trustworthiness. The indicator that was considered to have the greatest or strongest contribution to forming the word-of-mouth variable was recommending. The indicator that was considered to have the greatest or strongest contribution to forming the customer loyalty variable was suitability with product use. Recommendations that can be given by Mixue management in Malang City are to be more open to receiving suggestions from customers related to the products offered, management needs to pay attention to customer comfort, and management needs to create good relationships with customers so that customers tell their experiences to others. Future research can be done by testing the influence of customer relationship marketing, customer trust, and word of mouth on customer loyalty of Mixue customers.