<![CDATA[The increasingly competitive motorcycle industry in Indonesia has encouraged companies to focus not only on increasing sales but also on maintaining customer loyalty. PT Astra Honda Motor, as the market leader, faces challenges related to product quality issues, particularly concerning the Enhanced Smart Architecture Frame (eSAF), which may affect customer satisfaction and loyalty. Under these circumstances, the implementation of Customer Relationship Management (CRM), Service Quality, and Green Perceived Value has become increasingly important in maintaining long-term relationships with customers. This study aims to analyze the effects of Green Perceived Value, Service Quality, and Customer Relationship Management on Customer Satisfaction and their subsequent impact on Customer Loyalty among Honda motorcycle customers at PT Astra Motor. This study employs a quantitative approach using a survey method involving Honda motorcycle customers at PT Astra Motor. The independent variables include Green Perceived Value, Service Quality, and Customer Relationship Management, while Customer Satisfaction serves as a mediating variable and Customer Loyalty as the dependent variable. Data analysis is conducted to examine the relationships among the variables based on the proposed research model. This study is expected to provide a theoretical contribution to the development of marketing management literature, particularly regarding the dynamics of customer satisfaction and loyalty in the context of a product quality crisis. Furthermore, the findings are expected to provide practical implications for PT Astra Honda Motor and its dealer network in formulating CRM strategies, improving service quality, and creating more effective customer value to sustainably maintain customer satisfaction and loyalty.]]>
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