The Influence of Customer Relationship Management, Price, And Academic Achievement on Customer Loyalty Mediated by Customer Satisfaction at Khalifah Tutoring Center Banda Aceh

Aprinita Lisanul, Jasman J, & Ahmad Nizam*
Management Department, Universitas Syiah Kuala, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2025.8205

Full Text – PDF

Abstract

This study aims to examine the Customer Relationship Management (CRM), Price, and Academic Achievement effect on Customer Loyalty (CL), with Customer Satisfaction (CS) as a mediator at the Khalifah Tutoring Center. The population refers to all parents/guardians of students who have enrolled their children for extra lessons at Khalifah Tutoring Center for at least 2 years in the Regular SD/SMP/SMA program. The sample was selected using probability sampling with a simple random sampling technique. The sample size consists of 200 respondents. Data were tested using the Partial Least Square (PLS). The results show that CRM affects CS and CL, while Price and Academic Achievement affect CS but not CL, and CS does not affect CL. Furthermore, for the mediation effects, CRM, Price, and Academic Achievement don’t affect CL through CS. These findings prove that Khalifah can utilize a model to increase customer loyalty for his company, namely by improving CRM.

Keywords: Customer Relationship Management (CRM), Price, Academic Achievement, Customer Loyalty, Customer Satisfaction

References

  • Azis, A. (2019). Pengaruh Citra Merek Dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Sim Card Telkomsel (Studi Pada Pengguna Sim Card Telkomsel di Ampana Kota). Jurnal Ekonomi Trend, 7(1), 71–82. https://doi.org/10.31970/trend.v7i1.174
  • Azizah, N., Nadjib, A., Nugraha, Y. K., Dhamayanti, M., & Adawiyah, S. El. (2021). Metodologi Penelitian Sosial. Nuta Media.
  • Azwar, S. (2016). Sikap Manusia : Teori dan Pengukurannya (2nd ed.). Pustaka Pelajar.
  • Badudu, J. S., & Zain, S. M. (2001). Kamus Bahasa Indonesia Umum. Pustaka Sinar Harapan.
  • Bui, A. Q., & Muñoz Martinez, V. (2019). The impact of product promotion on customer loyalty: A quantitative study on Zara. Umeå universitet.
  • Emaluta, F. H. K., Isnalita, & Soewarno, N. (2019). The Effect of Customer Relationship Management (CRM) To Customers’ Loyalty and Customers’ Satisfaction as Mediator Variables. Jurnal AKSI, 4(2), 59–63. https://doi.org/10.32486/aksi.v4i2.49
  • Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(2), 171–180. https://doi.org/10.30596/maneggio.v3i2.5290
  • Herlina, M. G., Dewi, & Aurelia, J. J. (2022). The Impact of Service Quality and Price on Customer Satisfaction in Building Customer Loyalty. 7th North American International Conference on Industrial Engineering and Operations Management, 601–611. https://doi.org/10.46254/NA07.20220166
  • Hutagaol, D. C., & Erdiansyah, R. (2020). The Effect of Service Quality, Price, Customer Satisfaction on Customer Loyalty of AirAsia Customers. Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019), 356–362.
  • Kotler, P., & Keller, K. L. (2018). Marketing Management, Global Edition (15th editi). Pearson.
  • Kumar, V., & Reinartz, W. (2012). Customer Relationship Management: Concept, Strategy, and Tools. Springer Science & Business Media. https://doi.org/10.1007/978-3-642-20110-3
  • Natalia, D. C., & Fadhlihalim, R. (2022). The Effect of Customer Relationship Management on Customer Loyalty (A Case Study on Swiss-Belinn Malang). Journal of Indonesian Tourism & Development Studies, 10(1), 43–48. https://doi.org/10.21776/ub.jitode.2022.010.01.06
  • Ningtias, A. A., & Budiarti, A. (2017). Pengaruh Kualitas Pelayanan, Harga, Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Bimbingan Belajar Alfagamma Surabaya. Jurnal Ilmu Riset Dan Manajemen, 6(1), 1–16.
  • Paputungan, T., Tamengkel, L. F., & Punuindong, A. Y. (2022). Pengaruh Nilai Pelanggan dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan PT. Telkom Kotamobagu. Productivity, 3(2), 181–186.
  • Ritma, & Magdalena, L. (2022). Pengaruh Harga dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan. FOKUS (Publikasi Ilmiah Untuk Mahasiswa, Staf Pengajar Dan Alumni Universitas Kapuas Sintang), 2(1), 51–59. https://doi.org/10.51826/fokus.v20i1.580
  • Suryabrata, S. (2011). Metodologi penelitian. Rajawali Pers.
  • Tjiptono, F. (2017). Strategi pemasaran (4th ed.). Andi.
  • Utami, S. (2015). the Influence of Customers ’ Trust on Customer Loyalty. International Journal of Economics, Commerce and Management, III(7), 638–653.
  • Wedhana, I. B. J. G. A. G., & Seminari, N. K. (2019). The Effect of Price, Service Quality, and Brand Image on Customer Satisfaction. International Journal of Management and Commerce Innovations, 7(1), 568–576.
  • Widyastuti, A. S., & Sutrisno. (2020). Pengaruh Kompetensi Tutor, Harga Dan Prestasi Belajar Siswa Terhadap Loyalitas Pelanggan Lembaga Bimbingan Belajar Dengan Kepuasan Sebagai Variabel Intervening. Jurnal Bina Manajemen, 8(2), 78–89.
  • Wihardi, B., Kusumawati, I., & Sumarno, U. (2020). Analisis Kualitas Layanan di “Sempoa SIP.” Prosiding FRIMA, 833–838. https://doi.org/10.55916/frima.v0i3.342
  • Yuliyanti, I., & Firmansyah, F. (2023). Kepuasan Nasabah Sebagai Variabel Intervening Pada Pengaruh Customer Relationship Management Terhadap Loyalitas Nasabah. Jurnal Ecogen, 6(3), 305–316. http://dx.doi.org/10.24036/jmpe.v6i3.14843
  • Zahro, N. U., & Prabawani, B. (2018). Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan TV Kabel di Kecamatan Tembalang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada PT. MNC Sky Vision-Indovision Semarang). Jurnal Ilmu Administrasi Bisnis, 7(4), 9–15. https://doi.org/10.14710/jiab.2018.21763