PENGARUH CUSTOMER RELATIONSHIP MARKETING DAN BRAND IMAGE TERHADAP KEPUASAN ANGGOTA KOPERASI SRI PARTA KENCANA DESA KUTUH, KECAMATAN KUTA SELATAN, KABUPATEN BADUNG

Abstract

Marketing is the most important thing in marketing products/services, with marketing every company will be able to promote and introduce the products or services offered. In addition, marketing is also able to become a strategy in business competition. The Sri Parta Kencana Desa Kutuh Cooperative is one of the business entities engaged in financial services so that in order to survive and be able to compete, the Sri Parta Kencana Desa Kutuh Cooperative must be able to provide services and a good image in the community.

This research was conducted at the Sri Parta Kencana Cooperative, Kutuh Village with a total sample of 66 people. Sources of data used are primary and secondary data with data collection techniques through questionnaires. The data analysis technique used quantitative descriptive analysis method with SPSS 23.0 to determine the partial effect of Customer Relationship Marketing (X1) with Member Satisfaction (Y), Brand Image (X2) on Member Satisfaction (Y) and to determine the Effect of Customer Relationship Marketing and Brand Image simultaneously on Member Satisfaction at the Sri Parta Kencana Cooperative, Kutuh Village.

The results of this study indicate that partially (1) Customer Relationship Marketing has a positive and significant effect on Cooperative Member Satisfaction (2) Brand Image has a positive and significant effect on Cooperative Member Satisfaction and (3) Customer Relationship Marketing and Brand Image simultaneously have a significant positive effect. To Member Satisfaction