<![CDATA[Gojek is an online transportation service application from Indonesia that dominates the Indonesian market. In 2023, Gojek will experience a decline in market share. Several factors caused this decline. This research aims to reveal and understand the role of E-CRM in the Gojek online transportation application customers use. The variables used in this research include Customer Satisfaction, Loyalty, User experience, and E-CRM. Data collection in this study used a questionnaire distributed to respondents with several predetermined respondent criteria. The population used is Gojek application users. The sample for this research was 210 respondents, who were collected by distributing research questionnaires. Research data was measured using the SEM method assisted by the AMOS 26 statistical application. The results of this research show that E-CRM has a positive effect on Customer Loyalty, with Customer Satisfaction as a potent mediator. Other results from this research show that Customer Experience does not mediate the relationship between E-CRM and Customer Loyalty.]]>
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