The Influence of Digital Marketing Capabilities and Customer Relationship Management on Customer Loyalty in the E-Commerce Industry
Keywords:
Digital Marketing Capability, Customer Relationship Management, Customer Loyalty, E-Commerce, SmartPLS
Abstract
Customer loyalty poses a critical challenge amidst the dynamics of the Indonesian e-commerce industry, which tends to be driven by promotional strategies. This study aims to analyze the influence of Digital Marketing Capability and Customer Relationship Management (CRM) on Customer Loyalty. Utilizing a quantitative explanatory approach, data were collected through an online questionnaire from 150 respondents who are active e-commerce users in Indonesia, selected via purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software.The results indicate that Digital Marketing Capability has a positive and significant effect on Customer Loyalty, with a path coefficient of 0.812 and a large effect size (f2 = 0.675). This confirms that content management, advertisement personalization, and digital interface optimization are the primary determinants of customer retention. Conversely, a unique finding emerged: Customer Relationship Management (CRM) does not have a significant effect on Customer Loyalty (P-Value 0.547; f2 = 0.004). This suggests a shift in consumer behavior in Indonesia, where functional-digital efficiency is prioritized over traditional relational interaction. The model demonstrates moderate predictive power (R2 = 0.588) and good predictive relevance (Q2 = 0.441). The novelty of this research lies in uncovering the dominance of "technocratic loyalty" over relational loyalty within the digital ecosystem. The practical implication for e-commerce managers is the necessity to recalibrate strategies by prioritizing precision digital marketing transformations to build sustainable loyalty in a competitive marketReferences
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Fikriyah, N., & Sendjaja, T. (2025). Peran Artificial Intelligence dalam Personalisasi Strategi Pemasaran Digital. JUMBIWIRA: Jurnal Manajemen Bisnis Kewirausahaan, 4(3), 98–110.
Ha, M.-T., Nguyen, G.-D., & Doan, B.-S. (2023). Understanding the mediating effect of switching costs on service value, quality, satisfaction, and loyalty. Humanities and Social Sciences Communications, 10(1), 288.
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.
Ijomah, T. I., Idemudia, C., Eyo-Udo, N. L., & Anjorin, K. F. (2024). The role of big data analytics in customer relationship management: Strategies for improving customer engagement and retention. World Journal of Advanced Science and Technology, 6(1), 13–24.
Kamila, E. R., Andini, A. I. X., & Azzahra, T. (2025). Transformasi digital dan pertumbuhan e-commerce: Dampak, peluang, dan tantangan di era modern. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(2), 141–145.
Lusa, S., Purbo, O. W., & Lestari, T. (2024). Peran e-Commerce dalam Mendukung Ekonomi Digital Indonesia. Penerbit Andi.
Octavian, H. S., Riwoe, F. L. R., & Che-Ni, H. (2025). Development of digital-based service marketing management: A conceptual framework. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 647–664.
Putra, B. P. P., Judijanto, L., Apriyanto, A., Susilo, A., Kusumastuti, S. Y., Jamaludin, J., Arifiyanti, A. A., & Sari, F. H. (2025). Tren Bisnis Digital:: Transformasi Dunia Bisnis Terkini. PT. Sonpedia Publishing Indonesia.
Putri, R. Z. (2026). Perkembangan Bisnis Digital, E-Commerce, dan Ekonomi Kreatif di Indonesia. Jurnal Ekonomi Dan Bisnis Kontemporer, 1(1), 8–14.
Ralahallo, B. A. B., & Muhrim, M. R. (2024). Dampak Strategi Pemasaran Digital Terhadap Pertumbuhan Bisnis E-Commerce Di Indonesia. HIPOTESA-Jurnal Ilmu-Ilmu Sosial, 18(1), 71–83.
Sheth, J. N., Parvatiyar, A., & Uslay, C. (2024). Marketing theory: evolution and evaluation. John Wiley \& Sons.
Sifa, A., Masruroh, I., Zulfa, M. A., Fitriani, S. N., & Aprianto, N. E. K. (2024). Transformasi digital e-commerce dalam menguasai kosentrasi pasar di indonesia. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(12), 405–413.
Sitorus, E., Puspa, R., Muda, F. P., Tuhumena, W. A., Maruanaya, R. F., Andini, N., Vania, A., & Wijayanti, N. S. (2026). Manajemen Hubungan Pelanggan. CV. Edu Akademi.
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.
Sulianta, F. (2025). Dasar dan konsep customer relationship management. Feri Sulianta.
Yusida, E. (2025). Peran Mediasi Kepuasan Pelanggan dalam Hubungan Bauran Pemasaran, Kualitas Layanan, dan Citra Merek terhadap Niat Pembelian Ulang. Takuana: Jurnal Pendidikan, Sains, Dan Humaniora, 4(3), 975–989.
Published
2026-06-16
How to Cite
Mahadewi, E. P., & Iswara Sanantagraha, A. (2026). The Influence of Digital Marketing Capabilities and Customer Relationship Management on Customer Loyalty in the E-Commerce Industry. Kontigensi : Jurnal Ilmiah Manajemen, 14(1), 149-169. https://doi.org/10.56457/jimk.v14i1.956
Section
Articles
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