Abstract
This research purpose is to analyse the impact between brand image and CRM (Customer Relationship Marketing) towards the satisfaction of advertisers and the implications towards customer loyalty, with the case study of Metro TV advertiser. The data collection method that was used in this study is the explanatory approach and survey in forms of questionnaire. The measurements are using Likert 1-5 scale. The populations in this research are all the clients or sponsors of Metro TV that have conducted an advertising. Then, there’s a random selection for the samples accustomed to Hair et. al' (2010) formula, which wrote the numbers of questions in questionnaire multiplied 5. Thus, the result of samples is 150 people. Data analysis technique that was used in this research was a Structural Equation Modelling (SEM) and processed using Lisrel 8.7. The result of this research shows a positive and significant impact between brand image and CRM towards advertiser satisfaction and the customer loyalty implications in Metro TV study cases. Keywords: CRM (Customer Relationship Marketing), Brand Image, Customer Satisfaction, Customer Loyalty DOI: 10.7176/EJBM/12-29-07 Publication date: October 31 st 2020
Highlights
Data analysis technique that was used in this research was a Structural Equation Modelling (SEM) and processed using Lisrel 8.7
Advertisement is a form of communication which is done by a company with a certain amount of payment using a certain media
That fact is supported by the data from Nielsen Indonesia which is pictured by the graphic below that shows the value of ADEX (Advertising Expenditure) still placed the highest rank compared to the other traditional media industry such as newspaper, magazine, and radio for the last three years
Summary
Advertisement is a form of communication which is done by a company with a certain amount of payment using a certain media. The consequences that must be accepted by the Metro TV as the news television station, where the aired programs won’t be as various as the other private television the awareness of the politics, which is affecting the brand image and the people’s perception. According to Bothe quoted from Vanessa (2007: 71) provides a definition of customer loyalty as a customer who is satisfied with the company's products or services. 4. Is there any effect between Metro TV Customer Relationship Marketing to the advertising loyalty? According to Bothe, quoted from Vanessa (2007: 71) provides a definition of customer loyalty as customers who are satisfied with the company's products or services and they become enthusiastic advertisers of word of mouth, loyalty to the company's products and services, and to the entire product portfolio and company services as part of the brand's lifelong loyalty. Based on the period of being client, 7 respondents (4.67%) has a period of being a client of less than 1 year, 20 respondents (13.33%) has a period of being a client between 1-2 years, 17 respondents (11.33%) has a period of being a client between 2-3 years, 38 respondents (25.33%) has a service period of 3-4 years, and 68 respondents (45.33%) has a client period of more than 4 years
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