The Impact of Customer Relationship Marketing and Social Media Marketing on Customer Satisfaction and Retention: A Study at PT Sewu Segar Nusantara
DOI:
https://doi.org/10.59890/ijfbm.v3i1.201Keywords:
Customer Relationship Marketing, Social Media Marketing, Customer Satisfaction, Customer RetentionAbstract
This study explores the relationship between Customer Relationship Marketing (CRM), Social Media Marketing (SMM), Customer Satisfaction (CS), and Customer Retention (CR) at PT Sewu Segar Nusantara, with a focus on how CRM and SMM influence customer satisfaction and retention. Using a quantitative descriptive approach, data were collected through surveys from a sample of 100 customers who have purchased products for at least six months. Structural Equation Modeling (SEM) was employed to test the relationships between the variables. The results show that while CRM has no direct effect on customer retention, SMM significantly influences customer retention and satisfaction. Customer satisfaction serves as a crucial mediator, enhancing the impact of both CRM and SMM on retention. The study concludes that SMM is pivotal in improving customer engagement and loyalty, while CRM’s impact on retention is indirect, mediated by customer satisfaction. Recommendations for businesses include investing in robust SMM practices, optimizing CRM systems for personalized customer interactions, and continuously monitoring customer satisfaction to ensure long-term retention. Future research could expand to other industries and incorporate qualitative methods to gain deeper insights into these dynamics.
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