Rahma, Nur Siti and Komariah, Kokom and Saori, Sopyan (2023) Analisis Customer Relationship Management terhadap Customer Loyalty melalui Customer Satisfaction sebagai Variabel Mediasi. JURNAL BUSINESS UHO (AKREDITASI SINTA 4), 8 (1). pp. 25-304. ISSN 2503-1406

Text 2462 Download (54kB)

Abstract

Maintaining consumer loyalty is a challenge for a company, because consumers who are satisfied shopping in one e-commerce certainly have the possibility of shopping in other e-commerce. The purpose of this study is to explain the role of customer satisfaction in mediating customer relationship management. This research was condicted on Shopee application user in Sukabumi city. The method used is proportional random sampling with a total sample taken of 250 respondents. The data analysis technique used is Structural Equation Modeling using AMOS 24. The results of this study indicate that all hypotheses are accepted. Customer relationship management has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect in mediating the effect of customer relationship management on customer loyalty. The results of the study indicate that if customer relationship management is improved, customer satisfaction will increase and have a significant impact on the customer loyalty level of Shopee application users.

Item Type:	Article
Uncontrolled Keywords:	Customer Loyalty; Customer Relationship Management; Cutomer Satisfaction
Subjects:	L Education > L Education (General) L Education > LB Theory and practice of education
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Heriska Heriska
Date Deposited:	07 Jun 2024 15:43
Last Modified:	07 Jun 2024 15:43
URI:	http://eprints.ummi.ac.id/id/eprint/3587

Actions (login required)

View Item