THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM), CUSTOMER EXPERIENCE, AND DIGITAL PLATFORMS ON CUSTOMER LOYALTY AT MITRA 10 SIDOARJO

Authors

  • Abid Faizzullah Universitas Muhammadiyah Sidoarjo
  • Lilik Indayani Universitas Muhamadiyah Sidoarjo
  • Dewi Komalasari Universitas Muhamadiyah Sidoarjo

DOI:

https://doi.org/10.36563/frbpqh56

Keywords:

Customer Relationship Management; customer experience; platform digital; loyalitas pelanggan

Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM), customer experience, and digital platforms on customer loyalty at Mitra 10 Sidoarjo. The development of modern retail, accompanied by digital transformation, encourages companies to strengthen long-term relationships with customers in order to build sustainable customer loyalty. However, previous studies have reported inconsistent findings regarding the influence of CRM, customer experience, and digital platforms on customer loyalty, indicating an evidence gap, particularly in the context of regional building materials retail. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers of Mitra 10 Sidoarjo who met the research criteria and were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results of this study indicate that Customer Relationship Management (CRM), customer experience, and digital platforms have a positive and significant influence on customer loyalty at Mitra 10 Sidoarjo. Among these variables, Customer Relationship Management (CRM) exerts the strongest influence on customer loyalty. The findings further reveal that effective CRM implementation, positive customer experiences, and the use of accessible and informative digital platforms enhance customer loyalty at Mitra 10 Sidoarjo.

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Author Biographies

  • Lilik Indayani, Universitas Muhamadiyah Sidoarjo

    dosen pembimbing

  • Dewi Komalasari, Universitas Muhamadiyah Sidoarjo

    dosen pembimbing

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Published

2026-09-30

Issue

Vol. 5 No. 1 (2026)

Section

Articles

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How to Cite

THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM), CUSTOMER EXPERIENCE, AND DIGITAL PLATFORMS ON CUSTOMER LOYALTY AT MITRA 10 SIDOARJO. (2026). BEMJ: Business, Entrepreneurship, and Management Journal, 5(1), 65-86. https://doi.org/10.36563/frbpqh56