| Summary: | Goeboex Coffee in the face of fierce competition of business continues to
increase the services in various fields such as through customer loyalty by
implementing Customer Relationship Management (CRM). These programs are
expected to be able to get customer�s satisfaction and loyalty. The objectives of
this research are to determine the structural model and analyze the implementation
effect from CRM programs to achieve customer satisfaction and loyalty. The
sample is 150 respondents spread in Goeboex Coffee, using the method of
purposive sampling, using Structural Equation Modeling (SEM) to test the
correlation between CRM programs for customer satisfaction and loyalty and
Goodness of Fit Test to test model fit. The first model consists of 3 independent
latent variables, Customer Service, Loyalty Programs, and Community Building
and 2 dependent latent variables, Satisfaction and Customer Loyalty. The result
shows that each observation variable is not significant to the latent variables, so it
is necessary to modify the model. The second model consists of an independent
latent variable CRM and 2 dependent latent variables, Satisfaction and Customer
Loyalty. Re-specification done up to 2 stages by remove some of the indicators
that have a less significant effect on the latent variable. Both new hypothesis
shows CRM has a significant impact on satisfaction and satisfaction has a
significant impact on costumer�s loyalty. The structural equation models of the
research are Satisfaction = 0.24ξ + 0.94 and loyalty = 0.67η1 + 0.55.
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