ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS ORANG TUA MURID RAUDHATUL ATHFAL

This study aims to analyze the effect of Customer Relationship Management (CRM) on parent loyalty at Raudhatul Athfal kindergartens throughout the Panyileukan subdistrict and to describe the level of CRM implementation and parent loyalty. The study employed a quantitative approach using a survey method involving 72 respondents selected through simple random sampling. Data were collected using a questionnaire that had passed validity and reliability tests, then analyzed using descriptive statistics and simple linear regression with the aid of SPSS version 26. The results indicate that CRM has a positive and significant effect on parental loyalty, with a significance level of 0.000 < 0.05 and a calculated t-value of 9.561 > the critical t-value of 1.994. The correlation coefficient (R) of 0.753 indicates a strong relationship, while the coefficient of determination (R²) of 0.566 indicates that CRM contributes 56.6% to parental loyalty. The regression equation Y = 6.809 + 0.779X suggests that improving the quality of CRM will increase parental loyalty. The novelty of this study lies in the examination of the direct effect of CRM on parent loyalty at Raudhatul Athfal institutions without involving mediating or moderating variables.