The Influence of Customer Relationship Management and Customer Engagement on Customer Loyalty in the Hody Community

Seftianti  Rajuwi; Rindang  Matoati; Mimin Aminah; Hardiana  Widyastuti

doi:10.29244/

Authors

Seftianti Rajuwi Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University
Rindang Matoati Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University
Mimin Aminah Departemen Manajemen, Fakultas Ekonomi dan Manajemen IPB University
Hardiana Widyastuti Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University

DOI:

https://doi.org/10.29244/

Keywords:

CRM, keanggotaan , keterlibatan pelanggan, loyalitas pelanggan

Abstract

Customer loyalty is a crucial aspect for business sustainability and is influenced by the implementation of customer relationship management (CRM) and customer engagement (CE). The Hodyctive Member Community was established to increase customer loyalty, but still faces obstacles in terms of membership growth, community participation, and suboptimal repeat purchase rates. This study analyzes the influence of CRM and CE on customer loyalty using a quantitative approach through SEM-PLS on 195 respondents. The results show that CRM and CE have a positive and significant effect, both partially and simultaneously, on customer loyalty. These findings emphasize the importance of personalization strategies, effective communication, and community interaction in building loyalty, and provide theoretical and practical contributions to the development of digital community-based loyalty strategies for the Hody brand.

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Author Biography

Rindang Matoati, Departemen Manajemen, Fakultas Ekonomi dan Manajemen, IPB University

Manajemen

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