The Role of Customer Relationship Marketing on Customer Loyalty with Customer Satisfaction as a Mediating Variable Among QRIS Users in Generation Z
Abstract
This study aims to examine the role of Customer Relationship Marketing (CRM) on Customer Loyalty with Customer Satisfaction as a mediating variable among QRIS users in Generation Z in Indonesia. A quantitative approach was employed, using primary data collected through an online questionnaire distributed via Google Forms with a five-point Likert scale. The respondents were Generation Z individuals (born 1997–2012) who had used QRIS within the last six months, selected using purposive sampling with a minimum of 100 respondents. The variables consist of CRM and User Experience as independent variables, Customer Satisfaction as the intervening variable, and Customer Loyalty as the dependent variable. Data were analyzed using SmartPLS with the PLS-SEM method, including validity and reliability testing, multicollinearity assessment, coefficient of determination, effect size, and hypothesis testing through bootstrapping for both direct and indirect effects. The results show that CRM has a positive and significant effect on both Customer Satisfaction and Customer Loyalty. User Experience positively and significantly affects Customer Satisfaction but does not directly influence Customer Loyalty. Customer Satisfaction has a positive and significant effect on Customer Loyalty and also mediates the relationship between CRM, User Experience, and Loyalty.
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