PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM), CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi Customer RA Shop Bandar Lampung)

FRISKA, PRISILIA (2026) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM), CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi Customer RA Shop Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Customer Relationship Management (CRM) dan Customer Experience terhadap Customer Loyalty, serta menganalisis peran Customer Satisfaction sebagai variabel intervening dalam memperkuat hubungan tersebut pada pelanggan RA Shop Bandar Lampung. Penelitian ini juga memberikan gambaran mengenai sejauh mana strategi pengelolaan hubungan pelanggan dan pengalaman berbelanja mampu mendorong kepuasan dan pada akhirnya membentuk loyalitas pelanggan di tengah persaingan bisnis ritel yang semakin kompetitif. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada responden yang pernah berbelanja di RA Shop. Analisis data dilakukan menggunakan SmartPLS 4 melalui uji validitas, reliabilitas, uji asumsi klasik, uji t, serta analisis koefisien determinasi. Hasil penelitian menunjukkan bahwa Customer Relationship Management (CRM) berpengaruh positif dan signifikan terhadap customer loyalty, Customer Experience tidak berpengaruh signifikan terhadap Customer Loyalty, CRM memberikan pengaruh positif dan signifikan terhadap Customer Satisfaction, Customer Experience memiliki pengaruh yang positif dan signifikan terhadap Customer Satisfaction, Customer Satisfaction (kepuasan pelanggan) berpengaruh positif dan signifikan terhadap Customer Loyalty, Customer Relationship Management (CRM) tidak mampu memengaruhi Customer Loyalty melalui Customer Satisfaction sebagai variabel mediasi,Customer Experience tidak mampu memengaruhi Cus tomer Loyalty melalui Customer Satisfaction sebagai variabel mediasi. Kata kunci: Customer Relationship Management, Customer Experience, Customer Loyalty, Customer Satisfaction. ABSTRACT This study aims to determine the effect of Customer Relationship Management (CRM) and Customer Experience on Customer Loyalty and to analyze the role of Customer Satisfaction as an intervening variable in strengthening this relationship among RA Shop Bandar Lampung customers. This study also provides an overview of the extent to which customer relationship management strategies and the shopping experience can drive satisfaction and ultimately foster customer loyalty amidst increasingly competitive retail markets. The research method employed a quantitative approach, collecting data through questionnaires from respondents who had shopped at RA Shop. Data analysis was performed using SmartPLS 4, using validity and reliability tests, classical assumption tests, t-tests, and coefficient of determination analyses. The results of the study show that Customer Relationship Management (CRM) has a positive and significant effect on customer loyalty, Customer Experience does not have a significant effect on Customer Loyalty, CRM has a positive and significant effect on Customer Satisfaction, Customer Experience has a positive and significant effect on Customer Satisfaction, Customer Satisfaction has a positive and significant effect on Customer Loyalty, Customer Relationship Management (CRM) is not able to influence Customer Loyalty through Customer Satisfaction as a mediating variable, Customer Experience is not able to influence Customer Loyalty through Customer Satisfaction as a mediating variable Keywords: Customer Relationship Management, Customer Experience, Customer Loyalty, Customer Satisfaction.

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