Implementation of Customer Relationship Management: The Effect of Brand Image on SMES in Siak Regency

Authors

  • Yunelly Asra International Business Administration, Politeknik Negeri Bengkalis, Bengkalis, Riau, Indonesia
  • Husni Mubarak Public Finance Accounting, Politeknik Negeri Bengkalis, Bengkalis, Riau, Indonesia
  • Hutomo Atman Maulana International Business Administration, Politeknik Negeri Bengkalis, Bengkalis, Riau, Indonesia
  • Aulia Aulia International Business Administration, Politeknik Negeri Bengkalis, Bengkalis, Riau, Indonesia
  • Melviana Syahputri International Business Administration, Politeknik Negeri Bengkalis, Bengkalis, Riau, Indonesia

Keywords:

Brand, image, CRM, SMES

Abstract

This study aims to determine the effect of brand image on the implementation of customer relationship
management by SMEs in Siak Regency. The population of this study was all the SMEs in Siak Regency and used the
slovin formula as a sampling technique. Data collection techniques used surveys, observational and In Deph Interviews.
Data analysis technique used simple linear regression. The result of this study show that: The brand image have positive
and significant effect on implementation of customer relationship management with contribution of 75,4%.

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Published

2025-01-16

Issue

Vol. 12 (2024): 12th Applied Business and Engineering Conference

Section

Articles