The Influence of Agile Digital Marketing Capabilities and Personalized CRM on Customer Loyalty in the E-Commerce at UMKM BATIK Surabaya
Keywords:
Digital Marketing Agility,, Personalized CRM, Customer Loyalty, Surabaya Batik MSMEs, e-Commerce
Abstract
In the midst of a highly competitive e-commerce ecosystem, traditional creative industries such as batik face significant challenges in maintaining customer loyalty. This study aims to analyze the influence of Digital Marketing Agility and Personalized CRM on Customer Loyalty among Batik MSMEs in Surabaya. Using an explanatory quantitative approach, data were collected via an online questionnaire from 150 respondents who are active e-commerce customers of Surabaya Batik. Data analysis was conducted using variance-based Structural Equation Modeling (SEM) with SmartPLS 3 software. The measurement model evaluation results indicate that all research instruments meet stringent validity and reliability criteria. The findings reveal that both Digital Marketing Agility and Personalized CRM have a positive and significant impact on customer loyalty, with an R-Square (R2) value of 0.845. Partially, Personalized CRM exerts a more dominant influence (ß = 0.512$) compared to the digital marketing agility aspect (ß = 0.426$). This indicates that while the speed of technological adaptation is crucial, a personal touch in customer relationships remains the primary determining factor for cultural product consumers. A predictive relevance (Q2) value of 0.539 further confirms the high predictive accuracy of the model. This research provides a significant theoretical contribution to the digital marketing literature for MSMEs and offers managerial implications for batik artisans to integrate technological agility with service personalization to create sustainable customer retentionReferences
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Dilla Apri Laila, S. M., Ak, I. Y. S., Al Haziz, A. S., Veri, J., Kom, S., & MM, M. (2025). Dari Pelanggan ke Produksi: Seni Mengelola CRM dan SCM. Fahmi Karya.
Fathoni, I., & Asfiah, N. (2024). Transformasi digital bisnis UMKM di Indonesia setelah masa pandemi. Innovative: Journal Of Social Science Research, 4(3), 10219–10236.
Hadi, R., Melumad, S., & Park, E. S. (2024). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology, 34(1), 142–166.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An introduction to structural equation modeling. In Partial least squares structural equation modeling (PLS-SEM) using R: a workbook (pp. 1–29). Springer.
Hendro Sukoco, S. M., Dwiwijaya, I. K. A., ST, M. M., Ikrar Muadsim, S. E., Roring, F., MM, S. E., Marhusin, S., Eni Karsiningsih, S. P., Syaiful, M., Ade Yuliana, S. M., & others. (2025). Bisnis Dan Ekonomi Digital. Azzia Karya Bersama.
Humairah, A. U., Aidila, N. A., Iswar, A. M., Hariawan, I., & Sahabuddin, R. (2025). PENGARUH KEMUDAHAN PENGGUNAAN DAN PROMOSI TERHADAP KEPUASAN DAN LOYALITAS PENGGUNA APLIKASI BELANJA ONLINE. Musytari: Jurnal Manajemen, Akuntansi, Dan Ekonomi, 17(1), 91–100.
Kurniastuti, C., Makkira, S. E., Purboyo, S. E., Ir Nurfatma, M. M., Ismaliyanto, J., Dwi Rachmawati, S. S. T., Mgt, M., Hadi Wijaya, S. S. T., Al Haddad, A. R., Hum, S., & others. (2025). Manajemen Pemasaran Digital di Era 5.0. PT Bukuloka Literasi Bangsa.
Morgeson III, F. V, Hult, G. T. M., Sharma, U., & Fornell, C. (2023). The American customer satisfaction index (ACSI): A sample dataset and description. Data in Brief, 48, 109123.
Nisa, F. L., Resmarani, N. M. N., & Marseto, M. (2022). Pengembangan Industri Umkm Batik Khas Kelurahan Gundih Untuk Mendukung Pariwisata Kreatif Di Surabaya. KARYA: Jurnal Pengabdian Kepada Masyarakat, 2(2), 34–39.
Ramadan, D. P., & Cahyono, T. D. (2025). Pengaruh Kemudahan Penggunaan Aplikasi, Nilai Manfaat, dan Desain Antarmuka terhadap Loyalitas Pengguna Shopee. SENTRI: Jurnal Riset Ilmiah, 4(9), 1773–1788.
Sari, B. M., & Bayangkara, I. B. K. (2025). ANALISIS PERKEMBANGAN STRATEGI PEMASARAN DIGITAL OLEH UMKM LOKAL DALAM MENGHADAPI TANTANGAN TRANSFORMASI DIGITAL: STUDI PUSTAKA DALAM PERSPEKTIF SISTEM PENGENDALIAN MANAJEMEN DAN KEBERLANJUTAN. GEMAH RIPAH: Jurnal Bisnis, 5(04), 334–348.
Sitindaon, N. (2025). Strategi pemasaran digital dalam meningkatkan loyalitas konsumen: Studi pada UMKM di era industri 4.0. Digital Business Progress, 4(1), 53–59.
Subhaktiyasa, P. G. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365.
Suchita, N. B., Lay, E., Kristina, D., Prestille, M., Celline, H. L., & others. (2025). Pengunaan Ai dalam Membangun Bisnis Berkelanjutan dan Meningkatkan Loyalitas Konsumen di Era Persaingan Global. Fortunate Business Review, 5(1), 39–72.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901.
Waskita, G. S. (n.d.). Customer Relationship Management Dalam Bisnis Modern. MANAJEMEN HUBUNGAN PELANGGAN, 58.
Published
2026-06-26
How to Cite
Budiarti, A., Cahayaning Ramadhani, Y., & Kumala, D. (2026). The Influence of Agile Digital Marketing Capabilities and Personalized CRM on Customer Loyalty in the E-Commerce at UMKM BATIK Surabaya. Kontigensi : Jurnal Ilmiah Manajemen, 14(1), 239-256. https://doi.org/10.56457/jimk.v14i1.955
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Articles
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