Customer Relationship Marketing and Brand Image in Establishing Satisfaction and Loyalty of Advertisers

Hanny Shabrina, Didik J Rachbini, Endi Rekarti


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 31st 2020

Full Text: PDF
Download the IISTE publication guideline!

To list your conference here. Please contact the administrator of this platform.

Paper submission email:

ISSN (Paper)2222-1905 ISSN (Online)2222-2839

Please add our address "" into your email contact list.

This journal follows ISO 9001 management standard and licensed under a Creative Commons Attribution 3.0 License.

Copyright ©