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All Journal JURNAL GALUNG TROPIKA PERENNIAL TEPIAN Journal Economics Technology and Entrepreneur ABDIKU : Jurnal Pengabdian Masyarakat Universitas Mulawarman
Nona, Risna
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Journal Economics Technology and Entrepreneur

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STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SEBAGAI KUNCI PENINGKATAN KEPUASAN KONSUMEN PADA INDUSTRI HASIL HUTAN KALIMANTAN TIMUR Nona, Risna; Wahyuningtyas, Irma; Rizki, Selvi Diliyanti; Badia, Bahdin Ahad
Journal Economics Technology And Entrepreneur Vol 4 No 03 (2025): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v4i03.1810

Abstract

This study aims to prove and analyze the influence of Customer Relationship Management (CRM) as a key strategy on increasing Customer Satisfaction for forest products industry in East Kalimantan. This research employed a quantitative approach with a survey method, where primary data were collected by distributing questionnaires to 278 consumers selected using a simple random sampling technique. Data analysis was performed using the Structural Equation Modeling - Partial Least Square (SEM-PLS) approach with SmartPLS software. The results show that Customer Relationship Management (CRM) has a positive and statistically significant effect on Customer Satisfaction, as evidenced by a path coefficient of 0.249 and a T-statistic of 3.973 (P-value < 0.05). The R-Square value of 0.062 indicates that CRM is able to explain 6.2% of the variance in Customer Satisfaction. This finding confirms that the implementation of CRM strategies, particularly through ease of service access and the maintenance of personal relationships, is a crucial factor that can enhance consumer satisfaction in the forest products industry sector.
Co-Authors Alfrida Balfasd, Aulia Lutfi Fadilla, Ferdi Alim FAHRIZAL Fajar Ramadhani Hertianti, Erina Hidayah, Wardatul JOKO PRAYITNO Kutana, Agung Nugrawan Muhammad Fikri Hernandi Nurhamidah Nurmarini, Eva Reza Andrea Rizki, Selvi Diliyanti Salusu, Heriad Daud Sardianti, Andi Lelanovita Sari, Nur Maulida Suryadi Wahyuningtyas, Irma Wartomo Yusuf, Andi Zainal Abidin