OPTIMALISASI CRM SEBAGAI KUNCI LOYALITAS KONSUMEN DI COFFEE SHOP: STUDI KASUS COLD N' BREW

Abstract

Coffee is an important commodity in Indonesia and plays a major role in the economy, with consumption continuing to increase, especially in urban areas. The growth of the increasingly competitive coffee shop industry requires a strategic approach to maintaining consumer loyalty. One effective approach is the implementation of Customer Relationship Management (CRM), which includes various elements such as human resources (HR), processes, information technology, and organizational culture. This study aims to explore the effect of CRM on consumer loyalty at Cold n' Brew, a leading coffee shop in Surakarta. Using the Partial Least Squares (PLS) method, this study analyzes the relationship between CRM elements and consumer loyalty. The results show that HR, processes, and information technology have a significant effect on consumer loyalty, while leadership and organizational culture do not show a direct effect. These findings indicate that companies need to focus on improving service quality, process efficiency, and the use of information technology to strengthen consumer loyalty.