PENINGKATAN KEPUASAN PELANGGAN PADA JD TOYOTA JABABEKA MELALUI DIGITAL MARKETING DAN CRM

Abstract

This study aims to analyze how digital marketing strategies and customer relationship management (CRM) contribute to enhancing customer satisfaction at JD Toyota. The research is grounded in the growing importance of integrating digital marketing technologies with CRM systems to foster customer loyalty and build sustainable relationships in the automotive industry. A quantitative approach using a causal survey method was employed, with data collected from 83 JD Toyota customers and analyzed through measurement modeling using SmartPLS.

The findings reveal that the majority of respondents were male (56.6%), with the dominant age group being 21–30 years (59%). Convergent validity testing indicated that all indicators of digital marketing, CRM, and customer satisfaction had outer loading values > 0.7 and composite reliability > 0.7, confirming the validity and reliability of the research instruments. Hypothesis testing using the bootstrap resampling method showed that both digital marketing and CRM had a positive and significant effect on customer satisfaction, with p-values < 0.05 at a 95% confidence level.

In conclusion, the integration of digital marketing strategies and CRM significantly contributes to improving customer experience and satisfaction at JD Toyota. The study recommends that the company further optimize data-driven digital marketing efforts and strengthen CRM systems to enhance long-term customer loyalt