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ANALISIS PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PADA PENGGUNA PLAYSTATION APP TERHADAP MINAT BELI DAN LOYALITAS PELANGGAN

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The rapid development of the digital gaming industry has encouraged companies to optimize Customer Relationship Management (CRM) strategies to enhance purchase intention and customer loyalty. This study aims to analyze the influence of Customer Relationship Management (CRM) on purchase intention and customer loyalty among PlayStation App users. This research employs a quantitative method with a sample of 100 respondents determined using the Lemeshow formula. The data analysis technique used is Structural Equation Modeling–Partial Least Squares (SEM-PLS) through the SmartPLS application. The results indicate that CRM has a positive and significant effect on purchase intention (t = 15.529; p = 0.000; f² = 1.033) and customer loyalty (t = 9.568; p = 0.000; f² = 0.642). However, purchase intention does not have a significant effect on customer loyalty (t = 1.856; p = 0.063; f² = 0.034). These findings suggest that customer loyalty in the PlayStation App is more influenced by the implementation of CRM rather than by purchase intention itself. This study is expected to serve as a reference for companies in designing more effective CRM strategies to enhance purchase intention and customer loyalty.

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Detail Information

Series Title

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Call Number

T1946172026

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2026

Collation

xviii, 63 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.812 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Loyalitas Pelanggan
Prodi Sistem Informasi

Specific Detail Info

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Statement of Responsibility

KA

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