The Role of Customer Relationship Management (CRM) in Increasing Customer Loyalty in E-Commerce Businesses in Indonesia
Keywords:
Customer Loyalty, E-Commerce, Digital Marketing Strategy, Post-Pandemic EraAbstract
Purpose: This study aims to analyze the influence of Customer Relationship Management (CRM) strategies on customer loyalty in e-commerce businesses in Indonesia, particularly in the post-pandemic era. This research focuses on four key dimensions of CRM: customer acquisition, customer retention, customer service, and personalization.
Subjects and Methods: This study employed a quantitative approach with a survey of 150 respondents, active users of e-commerce platforms in Indonesia. The sampling technique used purposive sampling, and data processing was performed through multiple linear regression analysis using SPSS software. The independent variables analyzed included customer acquisition, customer retention, customer service, and personalization; while the dependent variable was customer loyalty.
Results: The results of the study indicate that all four CRM dimensions simultaneously have a significant effect on customer loyalty (significance <0.05). Among these dimensions, customer retention has the most dominant influence, followed by customer acquisition, personalization, and customer service. These findings demonstrate that an integrated CRM strategy can sustainably increase customer loyalty in a competitive digital environment.
Conclusions: CRM strategies have proven to be a crucial element in building customer loyalty in e-commerce in Indonesia. Effective CRM implementation, particularly in terms of customer retention and service personalization, is essential for creating positive customer experiences and strong long-term relationships in the post-pandemic digital era.
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