The application of information technology to support the business activities of a company has become a necessity. Many companies invest today for the development and improvement of the IT (information technology), with the hope to perform efficiency. Customer relationship management is one medium that can be used with IT-based. The aim of this study was to determine the extent of the influence of customer relationship management for customer satisfaction and customer loyalty. Data was collected by the writer based on ASSA Rent customers' respondents in DKI Jakarta during September 2015.
The study is apllying purposive sampling method with Quantitative analysis and using Structural Equation Modeling. Its result should be summarized as below:
1. Customer relationship management has a significant positive relationship towards customer satisfaction and hypotheses can be accepted.
2. Customer relationship management has a significant positive relationship towards customer loyalty. and the hypothesis can be accepted.
3. Customer satisfaction has a positive relationship significantly to customer loyalty and hypotheses can be accepted.
Keywords : Customer relationship management, CRM, customer satisfaction, customer loyalty, Structural equation modelling, SEM