Effectiveness of Customer Relationship Management (CRM) and Customer Satisfaction on Shopee Customer Loyalty

Basworo Dibyo, Liana Mangifera, Pindalini Ayu Kristiya Putri, Silviana Fitri Ayu Wardani

Abstract

Indonesia is a country with the highest e-Commerce growth in the world. Among all e-commerce companies, Shopee has considerable potential used by marketers to market and sell goods. This research aims to determine the effect of Customer Relationship Management (CRM) and customer satisfaction on customer loyalty. The sample used is shopee users at the Muhammadiyah University of Surakarta as many as 108 respondents with non-probability sampling techniques. The data collection using a questionnaire. The data analysis technique in this research is normality test, multicolinearity test, heteroskesdasticity test, multiple linear regression analysis, F test, t test and R2 test. The results of this research indicate that the variable Customer Relationship Management (CRM) and customer satisfaction on customer loyalty. The results of the F test analysis can be concluded that there is a simultaneous influence between Customer Relationship Management (CRM) and customer satisfaction on customer loyalty variables. So with an increase in Customer Relationship Management (CRM) it is very effective to support customers to make loyal purchases through Shopee.

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