Pengembangan Model Social CRM untuk Peningkatan Loyalitas Pengguna Electric Two-Wheelers Menggunakan Structural Equation Modeling

Pramudita, Adithya Eka (2026) Pengembangan Model Social CRM untuk Peningkatan Loyalitas Pengguna Electric Two-Wheelers Menggunakan Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Latar Belakang: Adopsi sepeda motor listrik di Indonesia terus didorong sebagai bagian dari transisi menuju transportasi rendah emisi. Namun, keberlanjutan penggunaan tidak hanya ditentukan oleh insentif dan aspek teknis, tetapi juga oleh kualitas interaksi digital, keterlibatan pelanggan, kepuasan, dan persepsi terhadap manfaat lingkungan.
Permasalahan: Belum banyak model empiris yang menjelaskan bagaimana Social Customer Relationship Management membentuk loyalitas pengguna sepeda motor listrik melalui Customer Engagement, Customer Satisfaction, dan Perceived Environmental Value dalam konteks Indonesia.
Tujuan: Penelitian ini bertujuan mengembangkan dan menguji model struktural yang menganalisis pengaruh Social Customer Relationship Management terhadap Customer Loyalty pada pengguna sepeda motor listrik di Indonesia.
Metode/Data: Penelitian ini menggunakan pendekatan kuantitatif melalui survei daring berbasis kuesioner skala Likert. Setelah tahap penyaringan dan pembersihan data, sebanyak 234 responden digunakan dalam analisis. Data dianalisis menggunakan Covariance-Based Structural Equation Modeling melalui uji asumsi data, evaluasi model pengukuran, uji kecocokan model, pengujian hubungan struktural, dan analisis pengaruh tidak langsung.
Hasil: Hasil penelitian menunjukkan bahwa Social Customer Relationship Management berpengaruh signifikan terhadap Customer Engagement dan Customer Satisfaction. Customer Engagement juga berpengaruh signifikan terhadap Customer Satisfaction. Selanjutnya, Customer Satisfaction menjadi faktor paling dominan dalam membentuk Customer Loyalty, sedangkan Perceived Environmental Value turut berpengaruh signifikan terhadap loyalitas pengguna. Namun, Social Customer Relationship Management dan Customer Engagement tidak berpengaruh langsung secara signifikan terhadap Customer Loyalty. Temuan ini menegaskan bahwa loyalitas pengguna sepeda motor listrik lebih kuat terbentuk melalui kepuasan pelanggan dibandingkan melalui interaksi digital atau keterlibatan pelanggan secara langsung.
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Context: The adoption of electric motorcycles in Indonesia is increasingly promoted as part of the transition toward low-emission transportation. However, continued use is not determined solely by incentives and technical factors, but also by the quality of digital interaction, customer engagement, satisfaction, and perceived environmental value.
Problem: Limited empirical models explain how Social Customer Relationship Management shapes electric motorcycle user loyalty through Customer Engagement, Customer Satisfaction, and Perceived Environmental Value in the Indonesian context.
Objective: This study aims to develop and test a structural model that analyzes the effect of Social Customer Relationship Management on Customer Loyalty among electric motorcycle users in Indonesia.
Method/Data: This study employed a quantitative approach through an online survey using a Likert-scale questionnaire. After the screening and data-cleaning process, 234 respondents were used for analysis. The data were analyzed using Covariance-Based Structural Equation Modeling through data assumption testing, measurement model evaluation, model fit assessment, structural relationship testing, and indirect effect analysis.
Results: The findings show that Social Customer Relationship Management has a significant effect on Customer Engagement and Customer Satisfaction. Customer Engagement also significantly affects Customer Satisfaction. Furthermore, Customer Satisfaction is the most dominant factor in shaping Customer Loyalty, while Perceived Environmental Value also significantly contributes to user loyalty. However, Social Customer Relationship Management and Customer Engagement do not have a significant direct effect on Customer Loyalty. These findings indicate that electric motorcycle user loyalty is formed more strongly through customer satisfaction than through direct digital interaction or customer engagement.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Social Customer Relationship Management, Customer Engagement, Customer Satisfaction, Customer Loyalty, Electric Two-Wheelers.
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Adithya Eka Pramudita
Date Deposited:	17 Jul 2026 08:35
Last Modified:	17 Jul 2026 08:35
URI:	http://repository.its.ac.id/id/eprint/135308

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