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Ahmad Rayhan
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INDONESIA
Journal of Economics and Tourism
Published by Yayasan Penelitian dan Pengabdian Masyarakat Sisi Indonesia
ISSN : -     EISSN : 30481619     DOI : https://doi.org/10.69836/benefits-jet
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Benefits: Journal of Economics and Tourism e-ISSN: 3048-1619 (online) is a journal published by Research and Community Service Foundation Sisi Indonesia with the aim of developing research that focuses on economics and tourism. The journal is published in May and November. Focus and Scope: Economics, Islamic Economics, Management, Accounting, and Tourism
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 41 Documents
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Beyond Relationship Management: The Mediating Role of Customer Engagement in Driving Customer Retention: Melampaui Manajemen Hubungan: Peran Mediasi Keterlibatan Pelanggan dalam Mendorong Retensi Pelanggan Ade Wahyudistira; E.R Taufik; Liza Mumtazah Damarwulan
Benefits : Jurnal Ekonomi dan Pariwisata Internasional Vol 3 No 2 (2026): Contemporary Perspectives on Digital Transformation, Halal Economy, and Sustainab
Publisher : Yayasan Penelitian dan Pengabdian Masyarakat Sisi indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69836/benefits-jeti.v3i2.896

Abstract

A Despite the widespread adoption of customer relationship management (CRM), its ability to directly enhance customer retention remains uncertain. This study investigates whether customer engagement explains how CRM translates into retention outcomes. Using survey data from 117 respondents, the proposed model was tested with partial least squares structural equation modeling (PLS-SEM) in SmartPLS. The results show that CRM does not exert a statistically significant direct effect on customer retention (β = 0.223, p = 0.067). However, CRM significantly strengthens customer engagement (β = 0.676, p < 0.001), which in turn positively affects customer retention (β = 0.599, p < 0.001). Moreover, the indirect effect of CRM on customer retention through customer engagement is significant (β = 0.405, p < 0.001), indicating that engagement is the primary pathway through which CRM drives retention. The model explains 58.8% of the variance in customer retention (R² = 0.588). These findings extend CRM research by showing that retention is achieved not through CRM alone, but through CRM practices that actively cultivate meaningful customer engagement and long-term relational value.

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