Analisis Customer Relationship Management (CRM) terhadap Loyalitas Pengguna Jasa Pelayaran Domestik di Kota Semarang

Yudis Suprayogi; Frans Sudirja; Galuh Juniarto; Joko Riyanto

doi:10.61132/lokawati.v4i5.2732

Authors

Yudis Suprayogi Universitas 17 Agustus 1945 Semarang
Frans Sudirja Universitas 17 Agustus 1945 Semarang
Galuh Juniarto Universitas 17 Agustus 1945 Semarang
Joko Riyanto Universitas 17 Agustus 1945 Semarang

DOI:

https://doi.org/10.61132/lokawati.v4i5.2732

Keywords:

Contact Quality, CRM, Customer Loyalty, Service Personalization, Trust

Abstract

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.

Downloads

Download data is not yet available.

Author Biographies

Frans Sudirja, Universitas 17 Agustus 1945 Semarang

Program Studi Manajemen, FEB, Universitas 17 Agustus 1945 Semarang

Galuh Juniarto, Universitas 17 Agustus 1945 Semarang

Program Studi Manajemen, FEB, Universitas 17 Agustus 1945 Semarang

Joko Riyanto, Universitas 17 Agustus 1945 Semarang

Program Studi Manajemen, FEB, Universitas 17 Agustus 1945 Semarang

References

Adawiyah, R., & Taharuddin. (2024). Pengaruh Kualitas Pelayanan Jasa Keagenan Kapal dan Komunikasi Interpersonal Terhadap Kepuasan dan Loyalitas Pengguna Jasa Pada Perusahaan Pelayaran PT . Hasnur Internasional Shipping Tbk. Jurnal Bisnis Dan Pembangunan, 13(02), 170–180.

Badan Pusat Statistik. (n.d.). Perkembangan angkutan laut orang dan barang. https://bps.go.id

Darnah, Wijaya, A., & Amartiwi, Y. (2024). Penerapan Customer Relationship Management (CRM) dalam Meningkatkan Kepuasan Konsumen. All Fields of Science J-LAS, 4(3), 35–41.

Gasing, U., Ricardianto, P., Pahala, Y., Tatiana, Y., & Handayani, S. (2023). Customer Relationship Management pada Perusahaan Pelayaran Nasional di Indonesia. Jurnal Manajemen Transportasi & Logistik, 10(03).

Hair.Jr, J. F., G. Tomas M, H., & et.al. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). Spinger. https://doi.org/10.1080/10705511.2022.2108813

Imaduddiin, H., Saputra, D. P., Abdurachman, E., & Farisyi, S. (2025). Pengaruh Kualitas Pelayanan dan Customer Relationship Management Terhadap Loyalitas Pengguna Jasa Dimediasi Kepuasan Pengguna Jasa pada Perusahaan Pelayaran Nasional. Journal of Multidisciplinary Research and Development, 8(1), 569–580.

Intan, R. N., & Nurhasanah, N. (2025). Pengaruh Customer Relationship Management Terhadap Customer Loyalty Dimediasi Customer Satisfaction. Jurnal Cendekia Ilmiah, 5(1), 621–635.

Kafiyanto, U., & Santoso, S. (2025). Pengaruh Personalisasi Layanan, Komunikasi Aktif Dan Citra Sosial Digital Terhadap Kepuasan Pengguna Jasa Gleamingshoess Surabaya. Jurnal Maisyatuna, 6(3).

Mangu, M. R., Sefnedi, & Karimi, K. (2026). Memahami Pembentukan Kepercayaan Mitra melalui Dual-pathway Service quality : Perspektif Proses pada Industri Jasa Pelabuhan. Owner: Riset & Jurnal Akuntansi, 10(2), 1214–1232.

Meo, L. B., Tamba, P., & Gunadi, W. (2023). Faktor-Faktor Yang Mempengaruhi Kepuasan Penumpang Serta Dampaknya Terhadap Loyalitas Penumpang: Studi Kasus Pada Pt Asdp Indonesia Ferry (Peresro) Di Wilayah Biak Dan Sorong. Journal of Economics and Business UBS, 12(4), 2343–2363.

Munfarid, B. D., Syamsul Arifin, & Anisa, N. A. (2025). Strategi Pelayanan Berbasis Customer Relationship Management ( CRM ) dalam Meningkatkan Loyalitas Penumpang : Studi Kasus pada Kapal Penumpang PT Pelni. Jurnal Manajemen Bisnis Kewirausahaan, 4(3).

Nabila, P. A., Indriyansyah, W. A., & Dwita, F. (2022). Pengaruh Customer Relationship Management dan Citra Merek terhadap Kepuasan Konsumen dan Loyalitas Pengguna Jasa Ekspor Laut. Jurnal Nusantara Madani, 1(1), 1–9.

Ndori, A., & Kwartama, A. (2025). Peran perlindungan hukum merek dalam pembentukan brand image dan trust Pengguna Jasa untuk mendukung ekspansi jasa transportasi laut. JOURNAL MARINE INSIDE, 7(2).

Novitasari, D., & Guntarayana, I. (2026). Pengantar, Grand Teori Dan Evolusi Customer Relationship Management (CRM). Academia.Edu. https://www.academia.edu/

Pratiwi, R., Rini, E. S., & Dalimunthe, D. M. J. (2026). Peran Personalisasi Layanan dan Komunikasi Pemasaran Digital Dalam Membentuk Retensi Pengguna Jasa di Klinik Utama Cipta Ayu Abstrak. Jurnal Ekonomi, Manajemen, Dan Akuntansi, 12(2), 1192–1199.

Purwanto, N., Amelia, & Irawan, N. (2026). Beyond Big Data : The Dual Mediation of Perceived Personalization and Customer Engagement in the Analytics Loyalty Link within Digital Markets. Indonesian Journal of Business and Entrepreneurship, 12(2), 283–294.

Sangapan, L. H., Manurung, G., & Manurung, A. H. (2025). Analisis Strategi Personalisasi Layanan Dalam Meningkatkan Loyalitas Pengguna Jasa . Jurnal Strategi Dan Sumber Daya Manusia, 1(1), 11–25.

Sanjaya, I. M. A., Agustini, N. L. P., & Marbun, S. (2025). Pengaruh Custumer Relationship Marketing (CRM) dan Kepercayaan Terhadap Kepuasan dan Loyalitas Wisatawan di Puri Saron Seminyak Bali. JMBI: Jurnal Manajemen Dan Bisnis Informatika, 6(1), 10–15.

Syaraswati, W., & Handini, S. (2022). Pengaruh Customer Elationship Marketing Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan. Jurnal Ekonomi Dan Bisnis, 11(1), 721–727.

Usu, M. Y. M., P.C.Fanggidae, R., Kurniawati, M., & Kurniawati, M. (2023). Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pengguna Jasa Dengan Kepuasan Pengguna Jasa Sebagai Variabel Intervening (Studi Pada Pt Telkomsel Indonesia Tbk Cabang Mbay). Glory: JurnalEkonomi&IlmuSosial, May, 319–333.

Utami, R. D., & Aimin, W. (2026). Balancing Personalization , Privacy , and Value : A Systematic Literature Review of AI-Enabled Customer Experience Management. MDPI Information, 17(115), 1–25.