Implikasi Customer Relationship Management (CRM) Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Mediasi Pada E-Commerce Di Medan
DOI:
https://doi.org/10.37385/t6qm6n31Keywords:
Customer Relationship Management, Service Quality, Customer Satisfaction, Customer Loyalty, e-commerceAbstract
Pertumbuhan pesat e-commerce di Indonesia, khususnya di Kota Medan, menghadirkan peluang sekaligus tantangan dalam membangun loyalitas pelanggan. Fenomena keterlambatan pengiriman, layanan yang tidak konsisten, dan keterbatasan pemanfaatan data pelanggan menimbulkan pertanyaan penting mengenai faktor yang paling menentukan kepuasan dan loyalitas. Oleh karena itu, penelitian ini dilakukan untuk menguji pengaruh Customer Relationship Management (CRM) dan Service Quality terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi. Jenis penelitian ini adalah kuantitatif dengan pendekatan eksplanatori. Populasi penelitian adalah pengguna aktif e-commerce di Kota Medan, dengan kriteria telah melakukan transaksi minimal tiga kali dalam enam bulan terakhir. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 300 orang. Instrumen penelitian berupa kuesioner dengan skala Likert 1–5. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa CRM berpengaruh positif terhadap kepuasan pelanggan, meskipun kontribusinya relatif kecil. Sebaliknya, Service Quality merupakan faktor dominan yang membentuk kepuasan pelanggan. Kepuasan terbukti menjadi variabel paling kuat dalam menciptakan loyalitas, dan berperan sebagai mediator yang menjembatani pengaruh CRM maupun Service Quality terhadap loyalitas. Temuan ini menegaskan bahwa kualitas layanan harus menjadi prioritas utama perusahaan e-commerce, sementara CRM perlu dioptimalkan untuk memperkuat interaksi yang berujung pada kepuasan dan loyalitas pelanggan.
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