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All Journal Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam
Rahmatiah, Annanta Desi
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Humanities Decision Sciences, Operations Research & Management Social Sciences

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Bhs Inggris Rahmatiah, Annanta Desi; Ainun, Hasbiah; Rokhimah, Rokhimah
Li Falah: Journal of Islamic Economics and Business Vol. 11 No. 1 (2026): June 2026
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v11i1.14700

Abstract

This study aims to examine the effect of Customer Relationship Management (CRM) on customer loyalty, with trust as a mediating variable. A quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS) was employed, analyzed through SmartPLS software. A total of 100 respondents, selected through purposive sampling from customers of Rumah Makan Selera Rasa, served as the study sample. The results reveal that CRM exerts a positive and significant effect on customer loyalty, with a T-statistic value of 3.955 and a P-value of 0.000. Furthermore, CRM demonstrates a positive and significant influence on trust, with a T-statistic of 8.297 and a P-value of 0.000. Trust also exhibits a positive and significant effect on customer loyalty, with a T-statistic of 6.738 and a P-value of 0.000. Additionally, trust is confirmed to function as a significant mediating variable in the relationship between CRM and customer loyalty, with a P-value of 0.000. These findings indicate that the effective implementation of CRM in food service businesses can significantly enhance both customer trust and customer loyalty.
Co-Authors Ainun, Hasbiah Rokhimah, Rokhimah