Increasing Customer Loyalty through Customer Relationship Management Strategy MSME Dapoer Mom Alena

Business competition in the culinary sector requires Micro, Small, and Medium Enterprises (MSMEs) to build long-term relationships with customers to increase loyalty. One strategy that can be applied is Customer Relationship Management (CRM). This study aims to analyze the influence of Customer Orientation, Customer Interaction Management, Customer Retention, and Technology-Based CRM on Customer Loyalty in Dapoer Mom Alena MSMEs. This study uses a quantitative method with a descriptive approach. Data was obtained through the distribution of questionnaires to 80 customer respondents with purposive sampling techniques. The data was measured using the Likert scale and analyzed using SPSS through validity, reliability, classical assumptions, and multiple linear regression analysis. The results of the study show that Customer Orientation and Customer Retention have a positive and significant effect on Customer Loyalty. Meanwhile, Customer Interaction Management and Technology-Based CRM have a positive but not significant effect. These findings show that customer loyalty is more influenced by customer orientation and customer retention efforts than by managing interactions and utilizing technology. This research is expected to be an evaluation material for MSMEs in formulating a more effective and customer-oriented CRM strategy