<![CDATA[This study aims to analyze the influence of Customer Relationship Management (CRM) on revisit intention at The Orient Hotel Jakarta. The independent variable is CRM, measured through four dimensions — service quality, communication, trust, and commitment — while the dependent variable is revisit intention. The study was motivated by the suboptimal CRM implementation at the hotel, reflected in guest complaints regarding service quality, the absence of a membership program, and limited personal communication with guests. A quantitative descriptive approach was employed, with data collected via a 1–4 Likert scale questionnaire. The sample consisted of 100 respondents who had previously stayed at The Orient Hotel Jakarta within the past year, determined using the Slovin formula from a population of 23,567 guests. Data were analyzed using IBM SPSS version 25 through validity and reliability tests, classical assumption tests, T-test, F-test, simple linear regression, and coefficient of determination. The results indicate that all four CRM dimensions, service quality, communication, trust, and commitment, each have a significant partial effect on revisit intention. Simultaneously, CRM has a significant effect on revisit intention with an F-value of 133.799 and a significance level of 0.000. The coefficient of determination of 57.7% indicates that CRM moderately explains the variation in revisit intention, while the remaining 42.3% is attributed to other factors outside the model.]]>
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