<![CDATA[Abstract: This study aims to explore and develop strategies for optimizing Customer Relationship Management (CRM) through social media in enhancing customer satisfaction and loyalty at NAFARA Bedsheet, a micro, small, and medium enterprise (MSME) in Padang City. By utilizing social media platforms such as WhatsApp, Instagram, TikTok, and Facebook, CRM is expected to foster more personal, responsive, and value-driven relationships with customers. This research employs a quantitative approach using the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS), assisted by SmartPLS 3.0 software. The sample consists of 100 respondents who are active customers of the MSME, selected through simple random sampling. The research findings show that the Satisfaction variable, with an R-square value of 0.573, indicates that 57.30% of the satisfaction can be explained or influenced by CRM, and the Loyalty variable, with an R-square value of 0.448, suggests that 44.80% of customer loyalty can be explained or influenced by CRM. With a moderate predictive model, it means that the model adequately captures the studied variables. These results indicate that CRM implementation through social media has a significant effect on customer satisfaction and loyalty. This finding highlights the importance of leveraging social media as a strategic tool in customer relationship management, particularly for MSMEs. The study provides recommendations for business practitioners to integrate digital CRM strategies into their business operations to enhance competitiveness and business sustainability. Keywords: CRM; Social Media; Loyalty; Satisfaction; SEM-PLS Method. Abstrak: Penelitian ini bertujuan untuk mengeksplorasi dan mengembangkan strategi optimalisasi Customer Relationship Management (CRM) berbasis media sosial dalam meningkatkan kepuasan dan loyalitas pelanggan pada UMKM NAFARA Bedsheet di Kota Padang. Dengan memanfaatkan platform media sosial seperti WhatsApp, Instagram, TikTok, dan Facebook, CRM diharapkan dapat menciptakan hubungan yang lebih personal, responsif, dan bernilai dengan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) melalui bantuan perangkat lunak SmartPLS 3.0. Sampel terdiri dari 100 responden yang merupakan pelanggan aktif UMKM tersebut, dipilih secara acak sederhana. Hasil penelitian menunjukkan bahwa variabel Kepuasan dengan nilai R-square 0,573 bermakna bahwa 57,30% dari variabel kepuasan dapat dijelaskan/dipengaruhi oleh CRM dan variabel Loyalitas dengan nilai R-square 0,448 bermakna bahwa 44,80% variabel loyalitas dapat dijelaskan/dipengaruhi oleh CRM. Dengan model prediksi moderat bermakna bahwa model cukup menangkap variabel yang diteliti. Hasil ini menunjukkan implementasi CRM melalui media sosial berpengaruh signifikan terhadap kepuasan dan loyalitas pelanggan. Temuan ini menekankan pentingnya pemanfaatan media sosial sebagai alat strategis dalam manajemen hubungan pelanggan, terutama bagi UMKM. Penelitian ini memberikan rekomendasi bagi pelaku usaha untuk mengintegrasikan strategi CRM secara digital dalam operasional bisnis mereka guna meningkatkan daya saing dan keberlanjutan usaha. Kata kunci: CRM; Media Sosial; Loyalitas; Kepuasan; Metode SEM-PLS. ]]>
