<![CDATA[This study aims to analyze the influence of Customer Relationship Management (CRM), customer experience, and digital platforms on customer loyalty at Mitra 10 Sidoarjo. The development of modern retail, accompanied by digital transformation, encourages companies to strengthen long-term relationships with customers in order to build sustainable customer loyalty. However, previous studies have reported inconsistent findings regarding the influence of CRM, customer experience, and digital platforms on customer loyalty, indicating an evidence gap, particularly in the context of regional building materials retail. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers of Mitra 10 Sidoarjo who met the research criteria and were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results of this study indicate that Customer Relationship Management (CRM), customer experience, and digital platforms have a positive and significant influence on customer loyalty at Mitra 10 Sidoarjo. Among these variables, Customer Relationship Management (CRM) exerts the strongest influence on customer loyalty. The findings further reveal that effective CRM implementation, positive customer experiences, and the use of accessible and informative digital platforms enhance customer loyalty at Mitra 10 Sidoarjo.]]>
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