ANALYSIS OF THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT, DIGITAL MARKETING AND SERVICE QUALITY ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION ON THE DANA APPLICATION (Study Case at Bima Cell)

Authors

  • Reka Nadya Ramayanti Islamic University of Lamongan Author
  • Henny Mahmudah Islamic University of Lamongan Author
  • Mohammad Yaskun Islamic University of Lamongan Author
  • Evi Fitrotun Najiah Islamic University of Lamongan Author

Keywords:

Customer relationship management, Digital marketing, service quality, customer satisfaction, customer loyalty

Abstract

This study aims to determine the influence of customer relationship management (CRM), digital marketing, and service quality on customer loyalty through the mediation of customer satisfaction among users of the DANA application. The case study is conducted at Bima Cell, with a population of 214 and a sampling technique using purposive sampling resulting in 139 respondents. Data analysis employs the partial least square - structural equation model (PLS-SEM) using SmartPLS version 3.0. The results show that customer relationship management (CRM) and digital marketing have a negative and insignificant effect on customer loyalty through customer satisfaction. Meanwhile, service quality has a positive and significant effect on customer loyalty through the mediation variable of customer satisfaction.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles