The Influence of Customer Relationship Management (CRM) on Customer Trust and Loyalty in PT Amartha Sejahtera

This analysis aims to examine the impact of Customer Relationship Management (CRM) on PT Amartha Sejahtera customers' trust and loyalty both simultaneously and partially. PT Amartha Sejahtera is a company that provides and manages clean water for the area around Bandung Regency, especially in Cileunyi District, East Bandung. The research used was an associative survey method approach. Determination of data samples using an incidental sampling method. The unit of analysis is a customer who has been a regular customer for at least 3 months. The number of samples taken was as many as 150 people. Meanwhile, the analysis tool used is multiple regression. From the analysis, it can be concluded that simultaneous customer relationship management has a 49.6 percent positive and substantial impact on customer satisfaction. Meanwhile, partially the sub-variables of customer relationship management, namely financial bonds, and social bonds, see a 57.7 percent and 24.2 percent positive and substantial impact on consumer satisfaction. In contrast, customization bonds have a positive but negligible effect.