Pengaruh Customer Relationship Management (Crm), Promosi Media Sosial Dan Harga Terhadap Loyalitas Pelanggan The Influence Of Customer Relationship Management, Social Media Promotion, And Price On Customer Loyalty In Tokobeta.Shop Culinary Business

Abstract

ABSTARK
Persaingan yang semakin ketat dalam industry kuliner digital mendorong pelaku usaha untuk menerepakan strategi pemasaran yang efektif dalam mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh customer relationship management (CRM), Promosi media social dan harga terhadap loyalitas pelanggan pada bisnis kuliner Tokobeta.shop. Metode yang digunakan dalam penelitian ini adalah kuantitatif asosiatif dengan pendekatan survei. Data dikumpulkan melalui kusioner kepada 364 responden pelanggan Tokobeta.shop dan analisis menggunakan Structural Equation Modeling (SEM) berbasis SmartPLS. Hasil penelitian menunjukkan bahwa ketiga variabel independen secara simultan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Secara parsial, CRM berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan nilai path coefficient sebesar 0,437, t-statistic 6,122 dan p-value 0,000. Promosi media sosial juga berpengaruh signifikan dengan nilai path coefficient 0,308, t-statistic 3,998 dan p-value 0,000. Sementara itu, harga memiliki pengaruh paling dominan terhadap loyalitas pelanggan dengan nilai path coefficient 0,679, t-statistic 8,749 dan p-value 0,000.Kesimpulan dari penelitian ini adalah bahwa strategi CRM, promosi yang tepat melalui media sosial, dan penetapan harga yang sesuai berkontribusi signifikan dalam meningkatkan loyalitas pelanggan Tokobeta.shop. Implikasi praktis dari penelitian ini mengindikasikan perlunya peningkatan personalisasi layanan CRM, intensifikasi konten media sosial yang menarik, serta penyesuaian strategi harga agar sesuai dengan persepsi nilai pelanggan.

ABSTRACT
The increasingly fierce competition in the digital culinary industry urges business actors to implement effective marketing strategies to maintain customer loyalty. This study aims to analyze the influence of Customer Relationship Management (CRM), social media promotion, and price on customer loyalty in the Tokobeta.shop culinary business. The research method used is associative quantitative with a survey approach. Data were collected through questionnaires distributed to 100 Tokobeta.shop customers and analyzed using Structural Equation Modeling (SEM) with the SmartPLS software.The results show that all three independent variables simultaneously have a positive and significant effect on customer loyalty. Partially, CRM has a positive and significant influence on customer loyalty with a path coefficient value of 0.437, a t-statistic of 6.122, and a pvalue of 0.000. Social media promotion also shows a significant impact, with a path coefficient of 0.308, a t-statistic of 3.998, and a p-value of 0.000. Price emerges as the most dominant factor influencing customer loyalty, with a path coefficient of 0.679, a t-statistic of 8.749, and a p-value of 0.000.The conclusion of this study indicates that CRM strategies, effective social media promotion, and appropriate pricing contribute significantly to improving customer loyalty at Tokobeta.shop. The practical implication suggests the need to enhance personalized CRM services, increase the quality and frequency of engaging content on social media, and adjust pricing strategies to align with customer-perceived value.