IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 21, Issue 10. Series. II (October. 2019), PP 45-52 www.iosrjournals.org DOI: 10.9790/487X-2110024552 www.iosrjournals.org 45 | Page Determinant of Customer Relation Management Towards Minimarket Customers in Medan City Indawati Lestari 1) , Nasib 2) , Nirmalasari 3) 1,2,3) Politeknik Unggul LP3M Ihsan Effendi 4) 4) Universitas Medan Area Corresponding Author: Nasib Abstract: This research aims to analyze the influence of Customer Relation Management (CRM) against customer satisfaction and loyalty. Analyzing the influence of quality of service to customer satisfaction and customer loyalty analyze the impact of satisfaction on the customer loyalty Minimarket in Medan and analyzing the influence of customer satisfaction mediation to Customer Relation Management (CRM) and quality of service as well as customer loyalty Minimarket in Medan City. The method used in collecting data is the quantitative associative method that is supported by SEM. Data is collected by distributing questionnaires to minimarket customers in Medan City. The results of the research are significant influence of quality of service to customer satisfaction, there is no significant influence of CRM against customer satisfaction, there is a significant influence of CRM against customer loyalty, there is influence Insignificant quality of service towards customer loyalty, there is a significant influence of customer satisfaction towards Minimarket customer loyalty in Medan city. Keywords: CRM, service quality, customer satisfaction, and customer loyalty --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 25-09-2019 Date of acceptance: 14-10-2019 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction Customer loyalty is very important and must be considered by the company, because if the customer is loyal to the company, the customer will help promote the company's products to the closest people, where it can be Making the company's products have priority in the hearts of loyal customers and the possibility of small to turn to customers in the mood, especially turning to the product of the competitor company. The rapid development in the business world requires the company to follow the progress of the era, following the market demands of its customers. Satisfaction is the key to the emergence of the customer's straightness to the company. Loyalty is created because of the satisfaction of consumers who feel the service more than their expectations. The company must know what the consumer is doing. Customers who are satisfied with the company's performance indirectly will have a very positive impact on the company's long term life; ultimately loyalty is the addition to the customer's psychological satisfaction with the feeling Customers (Kotler, 2008:153). The company can create customer satisfaction that will lead customers increasingly loyal to the company. The quality of service today is also indispensable by a company, where it is closely related to customer satisfaction. The quality of service provides a special urge for customers to establish a bond of mutual benefit in the long term with the company. This kind of emotional bonding allows the company to thoroughly understand the expectations and specific needs of customers. Customer loyalty greatly determines the survival of a company. Therefore the company must maintain a good relationship with consumers so that consumers will become loyal to the company. One of the important factors in cultivating good relationships with consumers and creating customer loyalty is to provide good service to consumers. The relationship that is very inseparable between the functions of Customer Relation Management (CRM) to customer satisfaction and loyalty is what makes Customer Relation Management (CRM) as one of the strategic company strategy noticed by the company. The impact of this company's strategy is that it can make the company become the market ruler. When the company's Customer Relations Management (CRM) strategy is done in a way, it will appear a significant influence between customer and company relationships. There is a decline in the number of consumers who shop annually; this can be caused by a broken relationship between consumers and the shop team so that the store can suffer a decrease in the number of consumers. Disillusioned consumers are moving to other competitors; this is due to new competitors opening right in front of the store. In this case the store team must be able to keep the consumer from moving to