The Effect of Customer Relationship Management (CRM) and Entrepreneurship Orientation Towards the Company Performance in Micro Small Medium Enterprises in Kediri

Abstract

The purpose of this study is to determine the effect of Customer Relationship Management (CRM) and entrepreneurial orientation toward the company performance both partially and simultaneously on Micro Small and Medium Enterprises in Kediri. The population of the study is micro small and medium businesses in Kediri, while the sample of this study is 100 respondents. The sampling technique used was purposive sampling while this study was not used the total population but focused on the target. The results of the respondents' answers were only 98 respondents. Based on the results of data analysis and discussion can be concluded that the consisting of variables Customer Relationship Management (CRM) and entrepreneurial orientation variables have a partial effect on company performance in MSMEs in Kediri and the biggest effect is shown by Customer Relationship Management variables. It was found that Customer Relationship Management (CRM) and entrepreneurial orientation simultaneously have a significant effect on company performance. If all small and medium micro enterprises in Kediri apply and improve CRM and entrepreneurial orientation, there will be an increase in company performance. And this is good for the survival of the business.