DIGITAL CRM, LOYALITAS PELANGGAN, DAN CITRA MEREK: JALUR STRATEGIS UNTUK MEMPERKUAT KETAHANAN EKONOMI UMKM
DOI:
https://doi.org/10.54314/jcxzfj84Kata Kunci:
Digital CRM; Customer Satisfaction; Customer Loyalty; Brand Image; Economic Resilience.Abstrak
Abstract: This study aims to analyze the role of Digital Customer Relationship Management (Digital CRM) in enhancing customer loyalty and brand image as a strategic pathway to strengthen the economic resilience of MSMEs in the post-digital era. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method based on data from 100 MSME customers. The results show that Digital CRM has a positive and significant effect on customer satisfaction (? = 0.741; p < 0.001) and customer loyalty (? = 0.266; p = 0.016). Customer satisfaction also has a significant effect on loyalty (? = 0.592; p < 0.001), while loyalty has a significant effect on brand image (? = 0.696; p < 0.001). The model has moderate to strong explanatory power, with R² values of 0.549 for satisfaction, 0.656 for loyalty, and 0.484 for brand image. These findings indicate that effective Digital CRM implementation can strengthen long-term relationships with customers, enhance brand image, and contribute to the economic resilience of MSMEs in a dynamic business environment.
Keywords: Digital CRM; Customer Satisfaction; Customer Loyalty; Brand Image; Economic Resilience.
Abstrak: Penelitian ini bertujuan menganalisis peran Digital Customer Relationship Management (Digital CRM) dalam meningkatkan loyalitas pelanggan dan citra merek sebagai jalur strategis untuk memperkuat ketahanan ekonomi UMKM di era post-digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) berdasarkan data dari 100 pelanggan UMKM. Hasil penelitian menunjukkan bahwa Digital CRM berpengaruh positif dan signifikan terhadap kepuasan pelanggan (? = 0,741; p < 0,001) dan loyalitas pelanggan (? = 0,266; p = 0,016). Kepuasan pelanggan juga berpengaruh signifikan terhadap loyalitas (? = 0,592; p < 0,001), sementara loyalitas berpengaruh signifikan terhadap citra merek (? = 0,696; p < 0,001). Model memiliki daya jelas sedang hingga kuat, dengan nilai R² sebesar 0,549 untuk kepuasan, 0,656 untuk loyalitas, dan 0,484 untuk citra merek. Temuan ini menunjukkan bahwa implementasi Digital CRM yang efektif mampu memperkuat hubungan jangka panjang dengan pelanggan, meningkatkan citra merek, serta berkontribusi terhadap ketahanan ekonomi UMKM dalam lingkungan bisnis yang dinamis.
Kata kunci: CRM Digital; Kepuasan Pelanggan; Loyalitas Pelanggan; Citra Merek; Ketahanan Ekonomi.
Unduhan
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