JSEP - 60016

THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER SATISFACTION AND LOYALTY: A STUDY OF CONSUMER BEHAVIOR IN THE COFFEE AGRIBUSINESS SECTOR IN THE DIGITAL AGE AT AR KUPI WARUNG IN BANDA ACEH

Nova Suryani

*Departemen Agribisnis, Fakultas Pertanian Universitas Syiah Kuala

Adinda Gusti Vonna

Departemen Agribisnis, Fakultas Pertanian Universitas Syiah Kuala

Ummy Qalsum

Departemen Agribisnis, Fakultas Pertanian Universitas Syiah Kuala

DOI: https://doi.org/10.19184/jsep.v19i1.60016

ABSTRACT

This study examines the effect of customer relationship management (CRM) on customer satisfaction (Y1) and customer loyalty (Y2) at Warung AR Kupi, Banda Aceh (2025). A quantitative causal-associative design was employed. Data were collected from 83 customers selected purposively (at least three visits in the last three months) using a 5-point Likert questionnaire. CRM was operationalized through people, process, and technology dimensions. The model was tested using PLS-SEM (SmartPLS 4) with measurement and structural model evaluation and bootstrapping at the 5% significance level. Results indicate that CRM has a positive and significant effect on satisfaction (β=0.289; p=0.002) and loyalty (β=0.720; p<0.001). The R2 values show that CRM explains 8.4% of the variance in satisfaction and 51.9% in loyalty. The findings suggest CRM improvements translate more directly into loyalty, while satisfaction is also shaped by factors outside the model. Coffee shop owners should prioritize consistent frontline interactions (people) and standardize service processes while introducing simple digital tools (e.g., QR-based loyalty and cashless payments) to strengthen repeat visits and retention.

Keywords: Customer Relationship Management; Customer Satisfaction; Customer Loyalty; Coffee Shop;

PLS-SEM.

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Published

30-03-2029

Issue

Vol. 19 No. 1

Pages

15-30

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How to Cite

Suryani, N., Vonna, A.G., Qalsum, U. (2026). Pengaruh Customer Relationship Management (CRM) Terhadap Kepuasan dan Loyalitas Pelanggan: Studi Perilaku Konsumen Agribisnis Kopi Di Era Digital Pada Warung Ar Kupi Banda Aceh. Jurnal Sosial Ekonomi Pertanian (J-SEP), 19(1): 15-30. https://doi.org/10.19184/jsep.v19i1.60016

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