Pengaruh Electronic Customer Relationship Management (e-CRM) terhadap Customer Loyalty dengan Model Stimulus-Organism-Response (S-O-R): Studi Kasus Nasabah SeaBank

Diah Prasasti, Fani Pramuditya, S.E., M.B.A.

2025 | Tugas Akhir | D4 PERBANKAN

Transformasi digital dalam industri perbankan telah mendorong peningkatan layanan berbasis teknologi, termasuk strategi pengelolaan hubungan dengan nasabah secara elektronik (e-CRM). Penelitian ini bertujuan untuk menguji pengaruh e-CRM terhadap loyalitas nasabah dengan kepuasan nasabah sebagai variabel intervening dalam model Stimulus-Organism-Response (S-O-R). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 110 responden dari generasi Z yang merupakan pengguna aktif SeaBank. Teknik analisis data dilakukan dengan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa e-CRM tidak berpengaruh terhadap Customer Loyalty, e-CRM berpengaruh positif dan signifikan terhadap Customer Satisfaction, Customer Satisfaction berpengaruh positif dan signifikan terhadap Customer Loyalty, serta hubungan antara e-CRM dan Customer Loyalty berpengaruh positif dan signifikan dengan melalui Customer Satisfaction sebagai varibel intervening. Temuan ini menegaskan bahwa kepuasan nasabah dalam implementasi strategi e-CRM memiliki peran penting dalam menciptakan loyalitas yang berkelanjutan.

Digital transformation in the banking industry has encouraged the improvement of technology-based services, including electronic customer relationship management (e-CRM) strategies. This study aims to examine the effect of e-CRM on customer loyalty with customer satisfaction as an intervening variable in the Stimulus-Organism-Response (S-O-R) model. This research uses a quantitative approach with a survey method of 110 respondents from generation Z who are active users of SeaBank. The data analysis technique was carried out by Structural Equation Modeling based on Partial Least Square (SEM-PLS) using SmartPLS software. The results showed that e-CRM has no effect on Customer Loyalty, e-CRM has a positive and significant effect on Customer Satisfaction, Customer Satisfaction has a positive and significant effect on Customer Loyalty, and the relationship between e-CRM and Customer Loyalty has a positive and significant effect through Customer Satisfaction as an intervening variable. These findings confirm that customer satisfaction in the implementation of e-CRM strategies has an important role in creating sustainable loyalty.

Kata Kunci : e-CRM, Kepuasan Nasabah, Loyalitas Nasabah, S-O-R