The Effect of Customer Relationship Management on Brand Loyalty: A Case Study on the Body Shop Indonesia’s Customers

This study aims to analyze the benefits of Customer Relationship Management (CRM) on Brand Loyalty for cosmetic consumers of The Body Shop Indonesia. The main idea of CRM is to share benefits to customers, allow it to complicate competition costs, encourage companies to increase customer loyalty to a product brand. Multiple regression analysis is applied to analyze the relationship between CRM on Brand Loyalty. The questionnaire was distributed to respondents by using self-administrative questionnaire and purposive sampling. Numbers of samples are 110people and they are The Body Shop members. The results portrays that CRM which are Continuity Marketing, One-to-One Marketing along with Partnering Program have positive and significant effect on Brand Loyalty.