The Role of Customer Relationship Management (CRM) in Increasing Customer Loyalty in E-Commerce Businesses in Indonesia
Keywords:
Customer Relationship , Management, Customer Loyalty, E-CommerceAbstract
Purpose: This study aims to examine the role of Customer Relationship Management (CRM) in increasing customer loyalty within Indonesia’s e-commerce sector. As digital marketplaces become increasingly saturated and competitive, customer retention has emerged as a strategic priority. This research evaluates how CRM components including personalization, service responsiveness, trust-building, and communication continuity contribute to sustaining consumer loyalty and repeat purchase behavior in online commerce platforms.
Subjects and Methods: This research employed a quantitative descriptive-inferential approach, collecting primary data through structured questionnaires distributed to 420 active e-commerce users across Indonesia. Respondents were selected using purposive sampling, focusing on individuals with regular engagement in online transactions across major platforms such as Tokopedia, Shopee, and Lazada. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis to measure the influence and predictive power of CRM variables on customer loyalty metrics.
Results: The statistical findings indicate that all four CRM dimensions significantly and positively influence customer loyalty, with trust-building and personalization having the strongest effects. Correlation analysis revealed robust associations between CRM practices and consumer loyalty indicators such as repurchase intention, platform advocacy, and reduced brand-switching behavior. Multiple regression further confirmed that CRM strategies accounted for a significant proportion of variance in customer loyalty outcomes.
Conclusions: CRM plays a vital role in shaping consumer loyalty in Indonesia’s e-commerce industry. To maintain competitiveness and market share, digital platforms must adopt customer-centric CRM strategies that foster trust, personalize user experiences, and establish consistent, meaningful engagement with their consumer base. Future studies could explore CRM applications across diverse digital commerce segments.
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