Pengaruh Customer Relationship Management dan Customer Engagement dalam Meningkatkan Customer Loyalty Komunitas Membership pada Brand Hody

Abstract

Customer loyalty dipengaruhi oleh pengelolaan hubungan dan tingkat keterlibatan pelanggan. Brand Hody telah mengimplementasikan customer relationship management dan customer engagement pada komunitas Hodyctive Member untuk meningkatkan customer loyalty. Penelitian ini dilakukan pada bulan Februari hingga Mei 2025 untuk mengukur pengaruh customer relationship management dan customer engagement pada brand Hody menggunakan metode penelitian kuantitatif dengan analisis deskriptif, SEM-PLS (Structural Equation Modeling-Partial Least Squares) dengan software SmartPLS 4.1, dan analisis simultan. Metode pengambilan sampel adalah nonprobability sampling dengan teknik purposive sampling kepada 195 responden. Hasil penelitian membuktikan bahwa customer relationship management berpengaruh positif dan signifikan terhadap customer loyalty komunitas Hodyctive Member; customer engagement berpengaruh positif dan signifikan terhadap customer loyalty komunitas Hodyctive Member; customer relationship management dan customer engagement secara simultan berpengaruh terhadap customer loyalty komunitas Hodyctive Member.

Customer loyalty is influenced by relationship management and the level of customer engagement. The Hody brand has implemented customer relationship management and customer engagement in the Hodyctive Member community to increase customer loyalty. This study was conducted from February to May 2025 to measure the influence of customer relationship management and customer engagement on the Hody brand using quantitative research methods with descriptive analysis, SEM-PLS (Structural Equation Modeling-Partial Least Squares) with SmartPLS 4.1 software, and simultaneous analysis. The sampling method was nonprobability sampling with a purposive sampling technique for 195 respondents. The results of the study prove that customer relationship management has a positive and significant effect on customer loyalty in the Hodyctive Member community; customer engagement has a positive and significant effect on customer loyalty in the Hodyctive Member community; customer relationship management and customer engagement simultaneously influence customer loyalty in the Hodyctive Member community.