<![CDATA[This study aims to examine the influence of Customer Relationship Management and service quality on customer loyalty at PT Sinar Biru Sentosa, Jakarta, both partially and simultaneously. The study was motivated by the phenomenon of fluctuating customer loyalty, evidenced by a decline in repeat purchase frequency and an increase in customer complaints regarding delivery delays and suboptimal service responsiveness. A quantitative approach was employed using multiple linear regression analysis assisted by SPSS 26 software. The study population comprised all 133 active customers of PT Sinar Biru Sentosa, Jakarta, with a sample of 100 respondents determined using Slovin's formula via simple random sampling. The findings indicate that Customer Relationship Management has a positive and significant effect on customer loyalty, with a significance value of 0.000 (< 0.05). Conversely, service quality does not show a significant effect on customer loyalty, with a significance value of 0.498 (> 0.05). Simultaneously, Customer Relationship Management and service quality significantly influence customer loyalty, contributing 15.6%, while the remainder is influenced by factors outside the scope of this study model.]]>
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