The Impact of Digital Marketing and Customer Relationship Management in Achieving Customer’s Loyalty (An Analytical Study of Unilever Makassar)

This study aims to determine the effect of digital marketing and customer relationship management to affect Unilever’s customer loyalty on students of Economic and Business Faculty of Hasanuddin University. The data used in this study were obtained from a questionnaire (primary). The sampling method used nonprobability sampling method with purposive sampling type. The number of samples used is 100 of Hasanuddin University students who uses Unilever Shampoo Products which is Head & Shoulders and are used to having online transactions. The analytical method used is descriptive analysis method with IBM SPSS version 25 application. The results show that Digital Marketing has a positive and significant effect on customer loyalty of Economics and Business students of UNHAS and then Customer Relationship Management has a positive and significant effect on Customer Loyalty of Economics and Business students of UNHAS.