<![CDATA[This study aims to examine the impact of Customer Relationship Management (CRM) on the loyalty of millennial generation customers in RF Return and to evaluate the role of customer satisfaction as a moderator between CRM and customer loyalty. The independent variable in this study is CRM, the dependent variable is customer loyalty, and the moderating variable is customer satisfaction. The sample consists of millennials who play the game for at least 4 hours, selected using non-probability and purposive sampling based on certain characteristics. The results indicate that CRM has a positive impact on the loyalty of millennial customers in RF Return, and customer satisfaction also has a significant influence on loyalty. Additionally, customer satisfaction moderates the effect of CRM on customer loyalty. Overall, CRM and customer satisfaction together influence the loyalty of millennial customers in RF Return. Penelitian ini bertujuan untuk mengkaji pengaruh Customer Relationship Management (CRM) terhadap loyalitas pelanggan generasi milenial RF Return di Indonesia, serta mengevaluasi peran kepuasan pelanggan sebagai moderator antara CRM dan loyalitas pelanggan. Variabel independen dalam penelitian ini adalah CRM, variabel dependen adalah loyalitas pelanggan, dan variabel moderasi adalah kepuasan pelanggan. Sampel terdiri dari generasi milenial yang bermain gim dengan durasi minimal 4 jam, diambil melalui teknik non-probability sampling dan purposive sampling berdasarkan karakteristik tertentu. Hasil menunjukkan bahwa CRM berpengaruh positif terhadap loyalitas pelanggan milenial di RF Return, dan kepuasan pelanggan juga memiliki pengaruh signifikan terhadap loyalitas. Selain itu, kepuasan pelanggan memoderasi pengaruh CRM terhadap loyalitas pelanggan. Secara keseluruhan, CRM dan kepuasan pelanggan secara bersama-sama memengaruhi loyalitas pelanggan milenial di RF Return.]]>
