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Building up customer loyalty have become more important to survive in the high competition of hospitality industry. One approach to developing this is by implementing customer relationship management (CRM). This study investigates the implication of CRM implementation towards customer loyalty in the hospitality industry. The results should assist marketers to recognize what determinant factors and dimension of CRM that contribute to building up customer loyalty in the hospitality industry. A purposive survey of 150 respondents of all rated hotels in Malacca, Malaysia was conducted. It is found that there is a significant correlation between customer orientation, CRM organization, and knowledge management towards customer loyalty while the another dimension of technology-based CRM has no significant effect on this research. The marketer in the hospitality industry should, however, carefully evaluate the nature of customer loyalty regarding any other variables that are not included such as brand image and brand association and some special or unique features in this hospitality industry that should be addressed in the future research. Info Article Implementasi Manajemen Hubungan Pelanggan dan Implikasinya terhadap Loyalitas Pelanggan pada Industri Rumah Sakit Abstrak Membangun loyalitas pelanggan menjadi lebih penting untuk bertahan dalam persaingan industri perhotelan yang tinggi. Salah satu pendekatan untuk pengembangan ini adalah dengan menerapkan customer relationship management (CRM). Penelitian ini meneliti implikasi penerapan CRM terhadap loyalitas pelanggan di industri perhotelan. Hasilnya harus membantu pemasar untuk mengenali faktor penentu dan dimensi

This study aims to analyze the implications of e-WoM components (intra-personal ties, homophile, credibility) on consumer purchasing decisions both directly and through mediating consumer preferences. Previous experience of consumer purchases conveyed by word of mouth can be a preference for other consumers in buying products or services. The development of digital communication makes electronic Word of Mouth (e-WoM) play an important role in influencing consumer preferences, especially for those who have to make purchasing decisions for products with many features such as gadgets. A total of 300 questionnaires were distributed around Jakarta using simple random sampling and obtained 102 complete responses from respondents. Data analysis was performed using descriptive statistical methods, correlational and multiple regression with the help of SPSS software. The results showed that the gadget purchase decision was partially influenced by consumer purchasing preferences and credibility sources, but this purchase preference was not as dominant as the credibility source. Gadgets are designed unusual and have many advanced technological features compared to conventional products, therefore the results of this study may not be valid for products outside of the gadget. Further research is needed whether e-WoM has the same influence on consumer purchasing decisions of conventional products.

Y generation is an important target market in fashion products such as sportswear. Due to the big market potential, many of brand owners created various brand personality to attract the interest of this generation. This study attempts to explain whether there is a positive effect of brand personality on Gen Y's preference in choosing a sportswear brand. A purposive sampling was conducted by taking 300 Gen Y people distributed in the area of Central Malaysia. Using quantitative methods and multiple regression and t-test analysis, it was found that brand personality such as sincerity, competence, sophistication and ruggedness have a positive influence on Gen Y's preference in determining sportswear brand choices, while the personalities of excitement components are not proven to have significant influence. Marketer in sportswear industry should, however, carefully evaluate the nature of brand personality regarding any other variables that are not included in this research that should be addressed to the future research.

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