The Effect of Customer Relationship Management (CRM) on Customer Loyalty with Satisfaction as a Mediating Variable at BRI Galunggung Branch

The objective of this investigation is to investigate the impact of consumer Relationship Management (CRM) affects consumer loyalty, using customer satisfaction as a mediating variable. Quantitative methods are used in this study. The study's data are primary data collected by a questionnaire (questionnaire) with a measuring scale, namely the Likert scale. This study employed a sample size of 100 people. This analysis technique includes the results of instrument tests which comprise validity and reliability testing, traditional assumption tests that include normalcy, heteroscedasticity, and multicollinearity tests, statistical tests and path analysis tests. The findings revealed that customer relationship management has a positive and significant impact on customer satisfaction. Furthermore, customer satisfaction is proven to have a good impact on consumer loyalty.