PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN E-COMMERCE SHOPEE DENGAN KUALITAS LAYANAN SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Generasi Z Kota Bandar Lampung)

RIVKA, DESTIANA (2026) PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS PELANGGAN E-COMMERCE SHOPEE DENGAN KUALITAS LAYANAN SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Generasi Z Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh pesatnya perkembangan e commerce yang menuntut perusahaan untuk mempertahankan pelanggan melalui strategi yang tepat. Salah satu strategi yang banyak digunakan adalah Customer Relationship Management (CRM). Namun, loyalitas pelanggan tidak selalu terbentuk hanya melalui penerapan CRM, khususnya pada Generasi Z yang memiliki karakteristik dinamis dan mudah berpindah platform. Kondisi ini menimbulkan pertanyaan mengenai sejauh mana CRM berpengaruh terhadap loyalitas pelanggan, baik secara langsung maupun melalui faktor lain seperti kualitas layanan. Metode penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Populasi penelitian ini adalah Generasi Z pengguna Shopee di Kota Bandar Lampung dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa CRM tidak berpengaruh signifikan terhadap loyalitas pelanggan secara langsung. Namun, CRM berpengaruh positif dan signifikan terhadap kualitas layanan, sementara kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kualitas layanan juga terbukti memediasi pengaruh CRM terhadap loyalitas pelanggan secara signifikan. Temuan ini menegaskan bahwa loyalitas lebih banyak dipengaruhi oleh pengalaman layanan yang dirasakan secara langsung dibandingkan sekadar interaksi melalui CRM. Dalam perspektif bisnis Islam, loyalitas terbentuk melalui penerapan nilai amanah dan ihsan dalam pelayanan, sehingga menghasilkan kepuasan, ridha pelanggan, serta hubungan jangka panjang yang berkelanjutan. Kata Kunci: Customer Relationship Management, Kualitas Layanan, Loyalitas Pelanggan, E-commerce, Bisnis Islam ABSTRACT This research is motivated by the rapid growth of e-commerce, which requires companies to retain customers through appropriate strategies. One widely used strategy is Customer Relationship Management (CRM). However, customer loyalty is not always achieved solely through CRM implementation, particularly among Generation Z, who are characterized by their dynamic nature and frequent platform switching. This raises questions about the extent to which CRM influences customer loyalty, both directly and through other factors such as service quality. This research method employed a quantitative approach with a causal associative approach. The study population was Generation Z Shopee users in Bandar Lampung City, using a purposive sampling technique. Data were collected through questionnaires and analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS) with the help of SmartPLS 4. The results showed that CRM did not have a significant direct effect on customer loyalty. However, CRM had a positive and significant effect on service quality, while service quality had a positive and significant effect on customer loyalty. Service quality was also shown to significantly mediate the effect of CRM on customer loyalty. These findings confirm that loyalty is more influenced by direct service experiences than simply interactions through CRM. From an Islamic business perspective, loyalty is formed through the application of the values of trust and ihsan in service, resulting in customer satisfaction, approval, and sustainable long-term relationships. Keywords: Customer Relationship Management, Service Quality, Customer Loyalty, E-commerce, Islamic Business

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