<![CDATA[This study aims to analyze the effect of Customer Relationship Management (CRM) on customer loyalty among domestic shipping service users in Semarang City. The variables examined include contact quality, service personalization, and trust as predictors of customer loyalty. This study employed a quantitative approach using a survey method. Data were collected from 100 respondents through a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of JASP software. The results showed that the majority of respondents gave positive assessments of contact quality, service personalization, and the reliability of the trust provided by the company. Inferential analysis indicated that service personalization and trust had a significant effect on customer loyalty, while contact quality served as a supporting factor in building relationships with service users. These findings reinforce relationship marketing theory, which emphasizes trust and personalization as key mechanisms for developing long-term relationships and customer commitment. The study provides managerial implications for shipping companies to integrate data-driven CRM, improve service personalization, strengthen customer trust, and optimize contact quality as part of customer retention strategies. These efforts are expected to increase customer satisfaction, strengthen long-term relationships, and enhance customer loyalty in the domestic shipping service sector. ]]>
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