<![CDATA[Penelitian ini bertujuan menguji pengaruh pengalaman pelanggan, kepuasan pelanggan, dan e-CRM terhadap loyalitas pelanggan Blu by BCA di Jakarta. Sampel pada penelitian ini berjumlah 137 responden yang merupakan pengguna Blu by BCA di Jakarta yang telah dikumpulkan menggunakan kuesioner melalui Google Forms. Penelitian ini menggunakan desain penelitian deskriptif dan pengambilan sampel menggunakan teknik purposive sampling. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan menggunakan software SmartPLS versi 4.1.1.6. Hasil penelitian ini menunjukkan bahwa pengalaman pelanggan memiliki pengaruh signifikan dan positif terhadap loyalitas pelanggan. Selanjutnya, kepuasan pelanggan memiliki pengaruh signifikan dan positif terhadap loyalitas pelanggan. Terakhir, e-CRM memiliki pengaruh signifikan dan positif terhadap loyalitas pelanggan. This study aims to examine the influence of customer experience, customer satisfaction, and e-CRM on Blu by BCA customer loyalty in Jakarta. The sample consists of 137 respondents who are Blu by BCA users in Jakarta, collected through a questionnaire distributed via Google Forms. This research employs a descriptive research design, with respondents selected using purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software version 4.1.1.6. The results show that customer experience has a significant and positive effect on customer loyalty. Furthermore, customer satisfaction has a significant and positive effect on customer loyalty. Finally, e-CRM also has a significant and positive effect on customer loyalty.]]>
