Pengembangan Model E-CRM Untuk Rekomendasi Peningkatan Loyalitas Pelanggan Operator Seluler Menggunakan Metode Structural Equation Modeling

Satriyo, Muhamad Arif (2026) Pengembangan Model E-CRM Untuk Rekomendasi Peningkatan Loyalitas Pelanggan Operator Seluler Menggunakan Metode Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Latar Belakang: Industri operator seluler Indonesia memiliki tingkat penetrasi digital tinggi yang mendorong pemanfaatan e-CRM, pengalaman jaringan, dan interaksi sosial digital untuk membangun hubungan pelanggan bernilai. Permasalahan: Namun, industri operator seluler masih menghadapi tingkat churn pelanggan yang tinggi, menunjukkan bahwa transformasi digital belum konsisten menghasilkan loyalitas pelanggan yang berkelanjutan. Tujuan: Penelitian ini mengembangkan model e-CRM terintegrasi yang mencakup dimensi fungsional dan personal, pengaruh sosial, serta pengalaman kualitas jaringan untuk menilai pembentukan kualitas hubungan pelanggan yang dirasakan dan loyalitas. Temuan model ini memberikan pemahaman dan rekomendasi strategis dalam meningkatkan loyalitas pelanggan dan efektivitas pengelolaan hubungan pelanggan digital. Metode/Data: Penelitian ini bertujuan mengembangkan dan menguji model e-CRM terintegrasi yang mencakup dimensi e-CRM, pengaruh sosial, serta pengalaman kualitas jaringan untuk menghasilkan rekomendasi strategis pengelolaan hubungan pelanggan berbasis digital yang mampu memperkuat kualitas hubungan dan meningkatkan loyalitas jangka panjang, sehingga menekan tingkat churn pelanggan operator seluler di Indonesia. Hasil: Hasil penelitian menunjukkan bahwa dimensi fungsional e-CRM memberikan kontribusi langsung positif terhadap loyalitas pelanggan, sementara dimensi personal berpengaruh signifikan terhadap kualitas hubungan pelanggan yang dirasakan, yang selanjutnya memediasi pengaruhnya terhadap loyalitas. Pengaruh sosial, termasuk interaksi digital dan rekomendasi influencer, berperan secara tidak langsung melalui peningkatan persepsi kualitas hubungan pelanggan. Sementara itu, pengalaman kualitas jaringan muncul sebagai determinan utama, memberikan efek langsung dan tidak langsung yang signifikan terhadap loyalitas. Secara keseluruhan, temuan ini menegaskan bahwa kombinasi kualitas pengalaman digital, interaksi sosial, dan performa jaringan secara sinergis membentuk hubungan pelanggan yang kuat dan mendukung loyalitas jangka panjang.
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Context: Indonesia’s mobile telecommunications industry exhibits high digital penetration, encouraging the adoption of electronic customer relationship management (e-CRM), network experience, and digital social interactions to foster value-driven customer relationships. Problem: However, the industry continues to experience persistently high customer churn, indicating that digital transformation has not been consistently translated into sustainable customer loyalty. Objective: This study develops an integrated e-CRM model incorporating functional and personal dimensions, social influence, and network quality experience to examine the formation of perceived customer relationship quality and customer loyalty. The proposed model provides insights and strategic recommendations to enhance customer loyalty and the effectiveness of digital customer relationship management. Method/Data: A quantitative approach was employed using survey data collected from active mobile operator customers in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) to assess direct and indirect relationships and the mediating mechanisms within the proposed model, enabling the formulation of strategic recommendations aimed at strengthening customer relationships, enhancing long-term loyalty, and reducing customer churn. Results: The findings indicate that the functional dimension of e-CRM has a positive direct effect on customer loyalty, while the personal dimension significantly influences perceived customer relationship quality, which in turn mediates its effect on loyalty. Social influence, including digital interactions and influencer recommendations, exerts an indirect effect through enhanced perceptions of relationship quality. Meanwhile, network quality experience emerges as a key determinant, demonstrating significant direct and indirect effects on customer loyalty. Overall, the results confirm that the synergy between digital experience quality, social interactions, and network performance plays a critical role in building strong customer relationships and sustaining long-term loyalty.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	e-CRM, Loyalitas Pelanggan, SEM, Operator Seluler
Subjects:	H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. Q Science > QA Mathematics > QA278.3 Structural equation modeling. T Technology > T Technology (General)
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Muhamad Arif Satriyo
Date Deposited:	28 Jan 2026 02:54
Last Modified:	28 Jan 2026 02:54
URI:	http://repository.its.ac.id/id/eprint/130748

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