The Effect of Customer Relationship Management, Digital Advertising, and Discount Programs on Customer Loyalty at Start-ups in Jakarta

Authors

  • Frans Sudirjo Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
  • Faridah Faridah Politeknik LP3I
  • Wahyuni Sri Astutik Universitas Pawyatan Daha Kediri
  • Arnes Yuli Vandika Universitas Bandar Lampung

DOI:

https://doi.org/10.58812/wsis.v2i07.1101

Keywords:

CRM, Digital Advertising, Discount Programs, Customer Loyalty, Start-up Marketing Strategies

Abstract

This study investigates the influence of Customer Relationship Management (CRM), digital advertising, and discount programs on customer loyalty at a start-up company in Jakarta. Utilizing a quantitative research methodology, data were collected from 180 respondents through a structured questionnaire employing a Likert scale ranging from 1 to 5. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings indicate that all hypotheses are positive and significant, demonstrating that effective CRM practices, strategic digital advertising, and attractive discount programs significantly enhance customer loyalty. Specifically, CRM showed a path coefficient of 0.293, digital advertising 0.223, and discount programs 0.351, with all paths being statistically significant. These results underline the critical role of integrated marketing strategies in fostering strong customer relationships and loyalty in the competitive start-up environment.

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Published

2024-07-31

How to Cite

Sudirjo, F., Faridah, F., Astutik, W. S., & Vandika, A. Y. (2024). The Effect of Customer Relationship Management, Digital Advertising, and Discount Programs on Customer Loyalty at Start-ups in Jakarta. West Science Interdisciplinary Studies, 2(07), 1434–1443. https://doi.org/10.58812/wsis.v2i07.1101

Issue

Vol. 2 No. 07 (2024): West Science Interdisciplinary Studies

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Articles

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Copyright (c) 2024 Frans Sudirjo, Faridah Faridah, Wahyuni Sri Astutik, Arnes Yuli Vandika

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