Penelitian ini bertujuan untuk mengetahui pengaruh customer relationship management terhadap loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik penentuan sampel menggunakan purposive sampling. Sampel dalam penelitian ini adalah pengguna member card Ramayana Kota Tarakan dengan jumlah sampel sebanyak 392 responden. Metode analisis yang digunakan adalah analisis regresi dengan bantuan program SPSS versi 22. Hasil penelitian ini menunjukkan bahwa variabel Orang (People), Proses (Process), Teknologi (Technology) yang dimiliki oleh Customer Relationship Management berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan.

This study aimed to determine the effect of customer relationship management on customer loyalty. This study used a quantitative approach with a survey method. The sampling method used in this study was non-probability sampling with the purposive sampling technique used to determine the sample. A total of 392 user of the Ramayana cards in Tarakan City were taken as the research sample. The collected data were analyzed using the regression analysis with the help of SPSS version 22. The results of this study indicated that the variables of people, process, and technology owned by customer relationship management had a positive and significant effect on customer loyalty.