Pengaruh Customer Relationship Management Terhadap Customer Loyalty Dimediasi Customer Satisfaction
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Abstract
Penelitian ini didasarkan pada pentingnya CRM dalam membangun hubungan jangka panjang dengan pelanggan, terutama di tengah persaingan ketat industri layanan internet. Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management (CRM) terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi pada pengguna layanan internet MyRepublic di Kota Tangerang Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 120 responden yang merupakan pelanggan MyRepublic. Data dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa CRM berpengaruh positif dan signifikan terhadap Customer Satisfaction dan Customer loyalty. Selain itu, Customer Satisfaction juga berpengaruh positif dan signifikan terhadap Customer loyalty. Temuan penting lainnya adalah bahwa Customer Satisfaction mampu memediasi secara signifikan hubungan antara CRM dan Customer loyalty. Artinya, CRM yang baik akan meningkatkan kepuasan pelanggan, yang pada gilirannya memperkuat loyalitas mereka terhadap layanan. Penelitian ini memberikan implikasi manajerial bagi perusahaan untuk meningkatkan kualitas CRM melalui pelayanan responsif, komunikasi efektif, dan pemahaman terhadap kebutuhan pelanggan guna menciptakan kepuasan dan loyalitas yang berkelanjutan.
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