CRM Sosial, Responsivitas Layanan, dan Retensi Pelanggan: Model Struktural UKM F&B Perkotaan

Ida Ayu Gede Wiwik Purnamayanti (ITB STIKOM BALI)
Ida Bagus Ketut Surya Arnawa (ITB Stikom Bali)
Made Vera Kristanti Dewi (ITB Stikom Bali)

Forum Manajemen
Vol 23 No 1 (2026): Jurnal Forum Manajemen April 2026

Transformasi digital mendorong UMKM untuk mengoptimalkan pengelolaan hubungan pelanggan melalui Digital Customer Relationship Management (Digital CRM) guna membangun loyalitas jangka panjang. Berlandaskan teori Relationship Marketing dan perspektif kapabilitas digital, penelitian ini menganalisis pengaruh Digital CRM terhadap loyalitas pelanggan pada UMKM coffee shop di Kota Denpasar. Menggunakan desain explanatory research, data dikumpulkan dari 150 responden melalui kuesioner terstruktur dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil pengujian menunjukkan bahwa Digital CRM berpengaruh positif dan signifikan terhadap loyalitas pelanggan (Beta = 0,805, p < 0,001), dengan nilai R² sebesar 0,648 yang mengindikasikan kekuatan prediktif model yang moderat–kuat. Temuan ini menegaskan bahwa integrasi platform digital dalam strategi CRM tidak hanya memperkuat komunikasi dua arah, tetapi juga menjadi mekanisme strategis dalam meningkatkan retensi pelanggan dan daya saing UMKM sektor F&B. Implikasi teoretis dan panduan praktis bagi pelaku usaha serta pengembang kebijakan digital dibahas secara terperinci.   Digital transformation encourages MSMEs to optimize customer relationship management through Digital Customer Relationship Management (Digital CRM) to build long-term loyalty. Based on Relationship Marketing theory and a digital capability perspective, this study analyzes the effect of Digital CRM on customer loyalty in coffee shop MSMEs in Denpasar City. Using an explanatory research design, data were collected from 150 respondents through a structured questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The test results show that Digital CRM has a positive and significant effect on customer loyalty (Beta = 0.805, p < 0.001), with an R² value of 0.648 indicating a moderate-strong predictive power of the model. This finding confirms that the integration of digital platforms in CRM strategies not only strengthens two-way communication but also serves as a strategic mechanism in increasing customer retention and competitiveness of MSMEs in the F&B sector. Theoretical implications and practical guidance for business actors and digital policy developers are discussed in detail.