S udies Managemen and Finance Economics, o Jou nal
0504-2644 (online): ISSN 0490,-2644 (p in ): ISSN
5202 Oc obe 10 Issue 80 Volume
8.317 Fac o : Impac ,08-i10-10.47191/je ms/ 8 DOI: A icle
5966 -6653 No: Page
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6653
The E ec o Cus ome Rela ionship Managemen (CRM) on Cus ome
Sa is ac ion and Cus ome Loyal y a he SMEs
Nu ika Ap iani Sapa
1, Muhammad Rakib2*, Nu Halim3
1,2,3Depa men o Business and En ep eneu ship, Uni e si as Nege i Makassa , Indonesia
ABSTRACT: This s udy aims o analyze he e ec o Cus ome Rela ionship Managemen (CRM) on cus ome sa is ac ion and
cus ome loyal y a Ca e Kampus Tiga. In he con ex o he ood and be e age indus y, he implemen a ion o e ec i e
Cus ome Rela ionship Managemen is expec ed o inc ease posi i e in e ac ions wi h cus ome s, s eng hen long- e m
ela ionships, and encou age cus ome s o con inue o e u n. This s udy uses a quan i a i e app oach. Da a we e collec ed
h ough ques ionnai es dis ibu ed o 83 esponden s who a e Ca e Kampus Tiga cus ome s. The analysis echnique used is pa h
analysis wi h SPSS so wa e. The esul s o his s udy indica e ha Cus ome Rela ionship Managemen has a signi ican e ec
on cus ome sa is ac ion. Cus ome Rela ionship Managemen has a signi ican e ec on cus ome loyal y. Cus ome sa is ac ion
has a signi ican e ec on cus ome loyal y. Cus ome Rela ionship Managemen has a signi ican e ec on cus ome loyal y
h ough cus ome sa is ac ion.
KEYWORDS: Cus ome Rela ionship Managemen , Cus ome Sa is ac ion, Cus ome Loyal y
I. INTRODUCTION
The g ow h and de elopmen o people's li es ha e expe ienced qui e apid p og ess; his is suppo ed by ad ances in
echnology and in o ma ion as well as changes in people's li es yles ha a e inc easingly mode n. All aspec s o people's li es
a e insepa able om inc easingly ie ce compe i ion. This igh compe i i e en i onmen , consume s ha e b oad oppo uni ies
o ge p oduc s ha sui hei desi es and needs so ha o ul ill his, a business mus be able o p o ide p oduc s ha a e o
be e quali y (be e in quali y), cheape in p ice (cheape in p ice), as e in o ma ion ( as e deli e y) and be e se ice
(be e in se ice) compa ed o i s compe i o s. In his e a o mode n business compe i ion, which demands inno a ion,
c ea i i y, and compe i i eness o a ac cus ome s/consume s, he a ac i eness o a business aims o achie e his a ac ion
(Rakib e al., 2023)
One way o su i e in his inc easingly compe i i e en i onmen is o implemen Cus ome Rela ionship Managemen
(CRM). Good communica ion wi h cus ome s is essen ial o os e ing loyal y. Th ough Cus ome Rela ionship Managemen ,
companies a e expec ed o build s ong communica ion and ela ionships wi h hei cus ome s, enabling hem o p oduce
p oduc s no only wi h high quali y and compe i i e p ices bu also wi h cus ome needs and desi es. The business wo ld uses a
e m o managing cus ome ela ionships, called CRM (Cus ome Rela ionship Managemen ). Cus ome Rela ionship
Managemen (CRM) is he p ocess o acqui ing, e aining, and de eloping p o i able cus ome s. The c ucial ole o Cus ome
Rela ionship Managemen (CRM) lies in i s abili y o s eng hen he ela ionship be ween a company and i s cus ome s by
deeply unde s anding hei needs and p e e ences. CRM enables companies o manage cus ome da a in an in eg a ed manne ,
enabling hem o p o ide mo e pe sonalized, ele an , and consis en se ice. This no only inc eases cus ome sa is ac ion bu
also s eng hens hei loyal y o he company's b and o p oduc s. Thus, cus ome s who eel alued and unde s ood a e mo e
likely o make epea pu chases and ecommend p oduc s o o he s, ul ima ely inc easing he company's p o i abili y (Yum &
Kim, 2024). Cus ome sa is ac ion alone is ne e enough. I a cus ome inds a be e se ice p o ide , hey a e likely o swi ch o
ano he p o ide . The e o e, cus ome sa is ac ion mus be balanced wi h cus ome loyal y. The concep o loyal y i sel is
complex and dynamic. Repea pu chases do no necessa ily e lec loyal y. In conclusion, cus ome loyal y exis s when a
cus ome pu chases a p oduc o se ice epea edly and has a commi men o emain loyal o ha p oduc
The E ec o Cus ome Rela ionship Managemen (CRM) on Cus ome Sa is ac ion and Cus ome Loyal y
a he SMEs
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6654
II. LITERATURE REVIEW
A. Cus ome Rela ionship Managemen and Cus ome Sa is ac ion
Cus ome Rela ionship Managemen is he p ocess o ca e ully managing de ailed in o ma ion abou indi idual
cus ome s in a eas closely ela ed o hem o maximize cus ome loyal y and sa is ac ion (Gazi e al., 2024). Cus ome
Rela ionship Managemen (CRM) is a comp ehensi e business s a egy wi hin a company ha enables i o e ec i ely manage
cus ome ela ionships. Th ough CRM, companies can engage in a a ie y o app oaches o ga he in o ma ion abou cus ome
needs and desi es (Nilashi e al., 2023). CRM is he p ocess o building ela ionships be ween companies and cus ome s by
inc easing cus ome sa is ac ion ( Ha yandika e al., 2021).
Cus ome Rela ionship Managemen (CRM) is de ined as a company's e o s o ocus on e aining cus ome s (and
p e en ing hem om lea ing o compe i o s) by collec ing da a on all o ms o cus ome in e ac ion, whe he by phone, email,
websi e eedback, o con e sa ions wi h sales and ma ke ing s a (Led o e al., 2025).
Cus ome Rela ionship Managemen is a basic business s a egy ha combines in e nal p ocesses and ac i i ies wi h
ex e nal ne wo ks o gene a e and p o ide alue o a ge cus ome s p o i ably. The pu pose o Cus ome Rela ionship
Managemen , in gene al, CRM (Cus ome Rela ionship Managemen ) aims o p o ide mo e e ec i e eedback and be e
in eg a ion o build a deepe unde s anding o consume s and inc ease consume alue om he company. CRM can help in
au oma ing many aspec s o cus ome ela ionships, which is e y impo an o be able o main ain pe sonal in e ac ions wi h
cus ome s (Ne hanani e al., 2024). The bene i s o Cus ome Rela ionship Managemen (CRM) include educing cos s,
inc easing ope a ional e iciency, inc easing ime o ma ke , inc easing e enue, and cus ome loyal y (Saha e al., 2021).
Cus ome sa is ac ion is he deg ee o which a pe son eels a e compa ing a p oduc 's pe cei ed pe o mance o
ou come wi h wha he cus ome expec s and eels. This sa is ac ion is c ucial o main aining ma ke posi ion and cus ome
loyal y. Cus ome sa is ac ion is one o he easons why cus ome s decide o shop a a pa icula loca ion (Widyana &
Fi mansyah, 2021). Cus ome sa is ac ion is he eeling o pleasu e o disappoin men ha a ises a e compa ing he pe cei ed
pe o mance ( esul ) o a p oduc wi h he expec ed pe o mance. Sa is ac ion is a c ucial poin in he ci cula ion o a business;
in ac , cus ome sa is ac ion signi ican ly de e mines he success o ailu e o a business. Measu ing cus ome sa is ac ion is
c ucial because i p o ides use ul in o ma ion o companies, sha eholde s, in es o s, go e nmen s, and consume s (Suchánek &
K álo á, 2015).
us ome sa is ac ion is a cus ome 's pe cep ion o a p oduc , and he ex en o which i mee s hei expec a ions by
pu chasing o using i . Cus ome sa is ac ion also e lec s he p oduc 's quali y and bene i s o he cus ome . Cus ome
sa is ac ion is he p ima y goal o all ma ke ing p og ams. This is achie ed h ough he hope ha cus ome s will be loyal o he
p oduc s hey pu chase. The highe he le el o cus ome sa is ac ion, he highe he cus ome loyal y (Dibyo e al., 2021). The
ela ionship be ween wo Cus ome Rela ionship Managemen a iables and cus ome sa is ac ion in p e ious esea ch
conduc ed by Al ian Rahma showed ha Cus ome Rela ionship Managemen has a posi i e and signi ican e ec on Cus ome
Sa is ac ion. Imp o ing Cus ome Rela ionship Managemen a AUTO2000 will esul in inc eased Cus ome Sa is ac ion
Based on he abo e desc ip ion, he ollowing esea ch hypo hesis can be p oposed:
Hypo hesis 1: Cus ome Rela ionship Managemen has a posi i e and signi ican e ec on cus ome sa is ac ion.
B. Cus ome Rela ionship Managemen and Cus ome Loyal y
Cus ome ela ionship managemen (CRM) is he p ocess o ca e ully managing de ailed in o ma ion abou indi idual
cus ome s and all cus ome ' ouch poin s' o maximize cus ome loyal y. Some companies can sa e cos s by shi ing cus ome s
o web-based sel -se ice, he co e pu pose o cus ome ela ionship managemen is aimed a cus ome p o i abili y, while in a
non-p o i con ex i is used o ope a ional e iciency o inc eased sa is ac ion (Kankam Boadu, 2019). Cus ome Rela ionship
Managemen is a undamen al business s a egy ha combines in e nal p ocesses and ac i i ies wi h ex e nal ne wo ks o
p o i ably gene a e and deli e alue o a ge cus ome s (Abdela e al., 2023).
Loyal y is a deeply held commi men o epu chase o suppo a p e e ed p oduc o se ice in he u u e despi e
si ua ional in luences and ma ke ing e o s ha could po en ially cause cus ome swi ching (Uncles e al., 2003). Cus ome
loyal y is a consume 's e o o emain loyal wi h awa eness, a s ong imp ession o quali y, sa is ac ion, and p ide in a p oduc
ollowed by epea pu chases. Cus ome loyal y is a beha io ela ed o a p oduc 's b and, including he likelihood o enewing a
con ac in he u u e, how likely he cus ome o consume is o change hei suppo o he b and, how likely he cus ome is
o inc ease he posi i e image o a p oduc . I he p oduc is unable o sa is y he cus ome , he cus ome will eac by lea ing
( he cus ome will s a e ha he cus ome will s op pu chasing he b and o p oduc ) (Voo hees e al., 2017).
The E ec o Cus ome Rela ionship Managemen (CRM) on Cus ome Sa is ac ion and Cus ome Loyal y
a he SMEs
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6655
The ela ionship be ween wo Cus ome Rela ionship Managemen a iables and cus ome sa is ac ion in p e ious
esea ch conduc ed by Rahmawa i e al., (2019) showed ha Cus ome Rela ionship Managemen in luences cus ome loyal y.
This means ha he be e he cus ome ela ionship managemen , he be e he cus ome loyal y. Based on he abo e
desc ip ion, he ollowing esea ch hypo hesis can be p oposed:
Hypo hesis 2: Cus ome Rela ionship Managemen has a posi i e and signi ican e ec on cus ome loyal y.
C. Cus ome Sa is ac ion and Cus ome Loyal y
Cus ome sa is ac ion is he o e all a i ude owa d a p oduc o se ice a e i s acquisi ion and use. In o he wo ds,
cus ome sa is ac ion is a pos -pu chase e alua i e judgmen esul ing om a pa icula choice. I he pe cei ed ou come mee s
o exceeds expec a ions, cus ome s will be sa is ied. When cus ome s a e sa is ied wi h a p oduc , hey a e mo e likely o
con inue pu chasing and using i and ell o he s abou hei pleasan expe iences wi h i (Ridwan e al., 2015). Cus ome loyal y
is a deeply held commi men o epu chase o epu chase a p e e ed p oduc o se ice consis en ly in he u u e, ega dless o
si ua ional in luences and po en ial ma ke ing e o s (Lee, 2020). Cus ome loyal y can be achie ed by in es ing mo e ime and
e o in managing long- e m ela ionships wi h cus ome s, c ea ing memo able expe iences o hem, and mee ing hei needs
and desi e. Cus ome loyal y is a since e commi men o epea edly pu chase a pa icula b and o p oduc o se ice in he nea
u u e, ega dless o ma ke ing e o s and si ua ional ac o s ha ha e he po en ial o change cus ome swi ching beha iou .
Cus ome loyal y is e e ed o as a measu e o a supplie 's achie emen in main aining and sus aining long- e m ecip ocal
ela ionships wi h cus ome s (Mokha & Publica ion, 2021).
Cus ome sa is ac ion is a c ucial ac o in luencing long- e m cus ome loyal y. The ela ionship be ween cus ome
sa is ac ion and loyal y has been demons a ed by a ious heo ies and s udies. Cus ome sa is ac ion occu s when cus ome s
compa e hei expec a ions o a p oduc o se ice wi h hei pe cei ed pe o mance. This heo y explains ha i pe o mance
exceeds expec a ions (posi i e discon i ma ion), cus ome s a e sa is ied and he e o e end o be loyal (Schieble e al., 2025).
Based on he abo e desc ip ion, he ollowing esea ch hypo hesis can be p oposed:
Hypo hesis 3: Cus ome sa is ac ion has a posi i e and signi ican e ec on cus ome loyal y.
III. METHOD
This esea ch uses a quan i a i e app oach. I will be conduc ed a he Campus Th ee Ca e on Jalan Bumi Tamalan ea
Pe mai Pacce akkang, Bi ingkanaya Dis ic , Makassa Ci y, Sou h Sulawesi. The s udy will be conduc ed in June 2025.
Da a collec ion was conduc ed using s anda dized esea ch ins umen s, wi h he p ima y objec i e o es ing
p e iously o mula ed hypo heses. This s udy employed a quan i a i e me hod. Acco ding o Sugiyono, he quan i a i e me hod
is a me hod based on he philosophy o posi i ism, used o esea ch speci ic popula ions and samples, da a collec ion using
esea ch ins umen s, wi h he aim o es ing es ablished hypo heses. The a iables in his s udy a e Cus ome Rela ionship
Managemen (X) and Cus ome Sa is ac ion (Z) which a e mode a ing a iables, Cus ome Loyal y (Y) as he dependen a iable.
Acco ding o Sugiyono, he quan i a i e me hod is a me hod based on he philosophy o posi i ism, used o esea ch speci ic
popula ions and samples, da a collec ion using esea ch ins umen s, wi h he aim o es ing es ablished hypo heses. The
popula ion in his s udy was cus ome s o he “Ca é Kampus Tiga” in 2024 wi h a o al o 495 esponden s. In his s udy, he
p obabili y sampling me hod was used, which is a sample selec ion echnique ha p o ides an equal oppo uni y o each
elemen in he popula ion o be selec ed as a sample. To de e mine he numbe o samples in his s udy, he Slo in o mula was
used, namely:
Whe e:
𝑛 = Numbe o samples
N = Popula ion size
e = E o ole ance limi
In applying his o mula, he i s s ep is o de e mine he e o ole ance limi (e), exp essed as a pe cen age. The
smalle he alue o (e), he highe he le el o accu acy o he sample in desc ibing he popula ion.
= 83,1
In his s udy, he e o ole ance limi se was 10%, so he numbe o samples ob ained was 83.1 which was hen
The E ec o Cus ome Rela ionship Managemen (CRM) on Cus ome Sa is ac ion and Cus ome Loyal y
a he SMEs
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6656
ounded up o 83 esponden s. The da a collec ion echnique used a ques ionnai e. This s udy used a ques ionnai e ins umen
wi h a Like scale o es he alidi y o he da a h ough alidi y and eliabili y es s. Da a analysis was conduc ed using a
quan i a i e app oach, p ocessed using SPSS s a is ical so wa e, and he analysis echnique used was pa h analysis.
IV. RESULTS AND DISCUSSION
A. Responden Cha ac e is ics
Da a collec ion using a s uc u ed ques ionnai e dis ibu ed ia Google Fo ms yielded 83 esponden s, esul ing in 83
esponden s used in he inal analysis. P io o analysis, he esea che conduc ed a e i ica ion p ocess o ensu e ha all
esponden s me he c i e ia, namely ha ing made a pu chase and isi ed he ca e on campus h ee. This e i ica ion aimed o
minimize po en ial bias and inc ease he accu acy o he esea ch esul s. A e sc eening, all esponden da a was deemed
sui able o u he analysis. The cha ac e is ics o he 83 esponden s in his s udy indica e ha 49 (59%) esponden s we e
male and 34 (41%) esponden s we e emale. This indica es a male p edominance in his s udy.
B. Pa h Coe icien o Cus ome Rela ionship Managemen on Cus ome Sa is ac ion
Resul s o he Pa h Coe icien Tes o Cus ome Rela ionship Managemen on Cus ome
Table 1. Pa h Coe icien o Cus ome Rela ionship Managemen on Cus ome Sa is ac ion
Independen
Va iable
Pa h Coe icien
(Be a)
sig
In o ma ion
Cus ome
Rela ionship
Managemen
0.584
6.470
0.000
Signi ican
Dependen a iable Cus ome Sa is ac ion
R Squa e (R²) : 0.341
Sou ce: SPSS P ocessed Da a, 2025.
The esul s o di ec es ing o he in luence o Cus ome Rela ionship Managemen on cus ome sa is ac ion can be
seen in Table 1. The esea ch hypo hesis es ed is as ollows:
H1: Cus ome Rela ionship Managemen has a signi ican in luence on Cus ome Sa is ac ion
Shows ha he signi icance alue o a iable X = 0.000<0.05. This esul p o ides he conclusion ha Cus ome
Rela ionship Managemen has a signi ican e ec on Cus ome Sa is ac ion. This shows ha he in luence o Cus ome
Rela ionship Managemen on Cus ome Sa is ac ion, which has a posi i e di ec ion, means ha inc easing Cus ome
Rela ionship Managemen will p o ide an inc ease in Cus ome Sa is ac ion.
C. Pa h Coe icien o Cus ome Rela ionship Managemen on Cus ome Loyal y
Resul o he pa h coe icien es o cus ome ela ionship managemen on cus ome loyal y
Table 2. Pa h Coe icien o Cus ome Rela ionship Managemen on Cus ome Loyal y
Independen
Va iable
Pa h Coe icien
(Be a)
sig
In o ma ion
Cus ome
Rela ionship
Managemen
0.577
6.361
0.000
Signi ican
Dependen a iable Cus ome Loyal y
R Squa e (R²) : 0.333
Sou ce: SPSS P ocessed Da a, 2025.
The esul s o di ec es ing o he in luence o Cus ome Rela ionship Managemen on Cus ome Loyal y can be seen in
Table 2. The esea ch hypo hesis es ed is as ollows:
H2: Cus ome Rela ionship Managemen has a signi ican in luence on Cus ome Loyal y.
Shows ha he signi icance alue o a iable X = 0.000<0.05. This esul p o ides he conclusion ha Cus ome
Rela ionship Managemen has a signi ican e ec on Cus ome Loyal y. This shows ha he in luence o Cus ome Rela ionship
The E ec o Cus ome Rela ionship Managemen (CRM) on Cus ome Sa is ac ion and Cus ome Loyal y
a he SMEs
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6657
Managemen on Cus ome Loyal y, which has a posi i e di ec ion, means ha inc easing Cus ome Rela ionship Managemen
will p o ide an inc ease in Cus ome Loyal y.
D. Pa h Coe icien o Cus ome Sa is ac ion on Cus ome Loyal y
Resul o he pa h coe icien es o Cus ome Sa is ac ion on Cus ome Loyal y.
Table 3. Pa h Coe icien o Cus ome Sa is ac ion on Cus ome Loyal y
Independen
Va iable
Pa h Coe icien
(Be a)
sig
In o ma ion
Cus ome
Sa is ac ion
0.671
8.138
0.000
Signi ican
Dependen a iable Cus ome Loyal y
R Squa e (R²) : 0.450
Sou ce: SPSS P ocessed Da a, 2025.
The esul s o di ec es ing o he e ec o Cus ome Sa is ac ion on Cus ome Loyal y can be seen in Table 3. The
esea ch hypo hesis es ed is as ollows:
H1: Cus ome Sa is ac ion has a signi ican e ec on Cus ome Loyal y.
Shows ha he signi icance alue o he a iable Z = 0.000 <0.05. This esul p o ides he conclusion ha Z has a
signi ican e ec on Cus ome Loyal y. This shows ha he in luence o Cus ome Rela ionship Managemen on Cus ome
Loyal y, which has a posi i e di ec ion, meaning ha Inc easing Cus ome Rela ionship Managemen will p o ide an inc ease in
Cus ome Loyal y. The pa h diag am model can be desc ibed as ollows:
0.577
0.584 0.671
Figu e 1. The E ec o Cus ome Rela ionship Managemen (CRM) on Cus ome Sa is ac ion and Cus ome Loyal y
a he SMEs
E. Discussion o Hypo hesis Tes ing Resul s
1. The In luence o Cus ome Rela ionship Managemen on Cus ome Sa is ac ion
Based on he equency coun , he majo i y o esponden s ag eed wi h he s a emen s in he Cus ome Rela ionship
Managemen a iable, which includes ou indica o s: T us , Commi men , Communica ion, and Con lic Managemen . Table 1
shows he esul s o he analysis, which shows a posi i e in luence on he Cus ome Rela ionship Managemen a iable,
including Cus ome Sa is ac ion, wi h a be a pa h coe icien o 0.584, o 58.4%. Cus ome Rela ionship Managemen has been
p o en o be success ul in making cus ome s sa is ied wi h Ca e Kampus Tiga se ices.
These esul s indica e ha Ca e Kampus Tiga is able o sa is y i s cus ome s by p o iding good se ice h ough Cus ome
Rela ionship Managemen . This has succeeded in mee ing cus ome expec a ions. The e o e, i can be concluded ha good
Cus ome Rela ionship Managemen can in luence cus ome sa is ac ion. This esea ch aligns wi h se e al p e ious s udies,
including esea ch by Al ian Rahma (2018), which s a ed ha Cus ome Rela ionship Managemen a iables ha e a signi ican
Cus ome Rela ionship
Managemen (CRM)
Cus ome Loyal y
Cus ome Sa is ac ion
The E ec o Cus ome Rela ionship Managemen (CRM) on Cus ome Sa is ac ion and Cus ome Loyal y
a he SMEs
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6658
in luence on cus ome sa is ac ion. Imp o ing he implemen a ion o Cus ome Rela ionship Managemen can inc ease
cus ome sa is ac ion.
2. The In luence o Cus ome Rela ionship Managemen on Cus ome Loyal y
Based on he equency calcula ions, his s udy shows ha he Cus ome Rela ionship Managemen a iable has ou
indica o s: T us , Commi men , Communica ion, and Con lic Managemen , which in luence Cus ome Loyal y. The pa h analysis
es e ealed a posi i e co ela ion be ween he Cus ome Rela ionship Managemen a iable and Cus ome Loyal y, wi h a be a
pa h coe icien o 0.577, o 57.7%. These esul s indica e ha Cus ome Rela ionship Managemen has a posi i e and signi ican
e ec on Cus ome Loyal y, amoun ing o 57.7%. This esea ch is suppo ed by se e al p e ious s udies, including one, which
ound ha Cus ome Rela ionship Managemen signi ican ly in luences cus ome loyal y.
Based on p e ious esea ch and acco ding o expe s, his s udy also p o es ha Ca e Kampus Tiga. Cus ome
Rela ionship Managemen is capable o ealizing and inc easing cus ome loyal y. Ca e Kampus Tiga abili y o mee cus ome
expec a ions is p o en o inc ease cus ome loyal y.
3. The In luence o Cus ome Sa is ac ion on Cus ome Loyal y
Loyal y is based on cus ome sa is ac ion, wi h se ice quali y as he p ima y inpu . Cus ome Rela ionship
Managemen is he p ocess o modi ying cus ome beha io o e ime and lea ning om each in e ac ion o c ea e ways o
manage, main ain, and s eng hen cus ome bonds wi h he company. I a company is able o educe cos s, inc ease sa is ac ion,
s eng hen loyal y, and ul ima ely inc ease alue o he business, he esul s o his s udy indica e ha cus ome sa is ac ion,
wi h indica o s o o e all cus ome sa is ac ion, sa is ac ion wi h se ice quali y, and con i ma ion o expec a ions, in luence
cus ome loyal y. This is de e mined by he in luence be ween he a iables o cus ome sa is ac ion and cus ome loyal y, as
indica ed by a be a pa h coe icien o 0.671, o 67.1%.
CONCLUSIONS
Based on he esul s o da a p ocessing and analysis ha ha e been ca ied ou , i can be concluded ha all hypo heses
in his s udy ha e been p o en o be accep ed and show a posi i e and signi ican in luence. Cus ome Rela ionship
Managemen is p o en o ha e a di ec in luence on cus ome sa is ac ion, which means ha i Cus ome Rela ionship
Managemen a Ca e Kampus Tiga is imp o ed, i will ha e an impac on inc easing Cus ome Sa is ac ion. In addi ion, Cus ome
Rela ionship Managemen is also p o en o con ibu e signi ican ly in shaping cus ome loyal y. Cus ome sa is ac ion also plays
an impo an ole in cus ome loyal y, indica ing ha i Cus ome Sa is ac ion a Ca e Kampus Tiga is imp o ed, i will ha e an
impac on inc easing Cus ome Loyal y. Based on he esul s o he esea ch ha ha e been desc ibed and he conclusions
ob ained, he e a e se e al sugges ions ha can be done, namely as ollows:
1. I is hoped ha he ca e can main ain and imp o e i s Cus ome Rela ionship Managemen se ices, as Cus ome
Rela ionship Managemen a iables ha e a signi ican in luence on Cus ome Sa is ac ion and Cus ome Loyal y, including
adequa e se ice quali y and acili ies, which will inc ease Cus ome Loyal y.
2. Conside ing ha he independen a iables in his s udy a e e y impo an in in luencing Cus ome Loyal y, i is hoped ha
he esul s o his s udy can be used as a e e ence o u u e esea che s o de elop his esea ch by conside ing o he
a iables ou side he a iables al eady included in his s udy.
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