<![CDATA[With the help of Muhammadiyah University of East Kalimantan (UMKT) students enrolled in the Management Study Program, this study attempts to examine the impact of customer satisfaction and customer relationship management on customer loyalty. A descriptive causal research type is employed using a quantitative technique. 102 students that were chosen through purposive sampling served as responders. Using SmartPLS, the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method was used to analyze the primary data that was gathered through a questionnaire. Customer satisfaction has a positive and large impact on customer loyalty, according to the data, and customer satisfaction has a positive and significant impact on customer relationship management. Nevertheless, neither customer satisfaction nor customer loyalty are significantly impacted by service quality. Most significantly, it has been demonstrated that customer satisfaction completely mediates the relationship between customer loyalty and customer relationship management. Because student loyalty is primarily driven by satisfaction, UMKT's efforts to manage connections with students effectively will boost that satisfaction. According to the study's findings, UMKT's student happiness and loyalty can be increased primarily by adjustments in CRM strategy; nevertheless, further research is required to fully examine enhancements in the Service Quality component.]]>
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