Building Customer Loyalty in the Digital Economy Era: The Role of CRM Innovation and Promotional Strategies at Smarco Superstore Ring Road City Walks Medan: Membangun Loyalitas Pelanggan di Era Ekonomi Digital: Peran Inovasi CRM dan Strategi Promosi di Smarco Superstore Ring Road City Walks Medan

Bernadetha Manurung; Hommy Dorthy Ellyany Sinaga

doi:10.47663/ibec.v4i1.356

Authors

Bernadetha Manurung Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Hommy Dorthy Ellyany Sinaga Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.47663/ibec.v4i1.356

Keywords:

Customer Relationship Management, Sales Promotion, Customer Loyalty, E-Commerce, Digital Economy, Modern Retail

Abstract

This study examines the impact of Customer Relationship Management (CRM) and sales promotion on customer loyalty at Smarco Superstore Ring Road City Walks Medan. The research is grounded in the challenges of modern retail competition with the rise of e-commerce and the shift in consumer behavior toward digitalization, which highlight the need for effective CRM and promotional strategies. A quantitative survey method was applied, using primary data collected from 96 purposively selected respondents through a Likert-scale questionnaire. Data were analyzed using multiple linear regression, along with validity and reliability tests, classical assumption testing, t-test, F-test, and coefficient of determination. Results show that CRM has a positive but insignificant partial effect on loyalty, while sales promotion has a positive and significant partial effect. Together, CRM and sales promotion significantly influence loyalty with a contribution of 40.7%, leaving the remainder to other factors. The findings highlight the importance of consistent sales promotion and optimized CRM to enhance sustainable customer loyalty.

Downloads

Download data is not yet available.

References

Alimin, E., & Marco, R. F. (2023). The Effect Of Customer Relationship Management, Personal Selling And Sales Promotion On Customer Loyalty With Customer Satisfaction As Intervening Variable In PT Sri Intan Karplas Industry. IJOSPL: International Journal of Social, Policy, and Law, 4(3), 35–51. https://doi.org/https://doi.org/10.8888/ijospl.v4i3.134

Anjali, P., Nasution, A. P., & Siregar, M. R. (2025). Pengaruh Harga, Suasana Toko, Servicescape dan Variasi Produk terhadap Keputusan Pembelian pada Toko Alda Grosir Rantauprapat. Jurnal Bisnis Mahasiswa, 5(3), 1500–1515. https://doi.org/https://doi.org/10.60036/jbm.649

Anwar, S., Halim, H., & Sulaiman, E. (2024). Pengaruh Promosi Penjualan dan Harga terhadap Loyalitas Pelanggan pada Usaha Angkringan Repeatfoods Tasikmalaya. MAMEN: Jurnal Manajemen, 3(4), 362–377. https://doi.org/https://doi.org/10.55123/mamen.v3i4.4257

Asnawi, A. (2022). Kesiapan Indonesia Membangun Ekonomi Digital Di Era Revolusi Industri 4.0. Syntax Literate ; Jurnal Ilmiah Indonesia, 7(1), 398–413. https://doi.org/10.36418/syntax-literate.v7i1.5739

Google, Temasek, & Bain & Company. (2023). e-Conomy SEA 2023. Google, Temasek, Bain & Company. https://www.temasek.com.sg/content/dam/temasek-corporate/news-and-views/resources/reports/google-temasek-bain-e-conomy-sea-2023-report.pdf

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage. https://eli.johogo.com/Class/CCU/SEM/_A%20Primer%20on%20Partial%20Least%20Squares%20Structural%20Equation%20Modeling_Hair.pdf

Harmadi, R. O., Sihite, M., & W Miranda, A. (2023). Pengaruh Inovasi CRM dalam Menciptakan Kepuasan dan Loyalitas Pelanggan serta Pengembangan Inovasi Produk yang Berkelanjutan di Industri Bahan Baku Percetakan dan Digital Perusahaan Multinasional. JUREMI: Jurnal Riset Ekonomi, 3(3), 243–250. https://bajangjournal.com/index.php/Juremi/article/view/5586

Hikmawati, N. K., Alamsyah, D. P., & Setiadi, A. (2020, December 24). IT implementation of customer relationship management. 2020 5th International Conference on Informatics and Computing, ICIC 2020. https://doi.org/https://doi.org/10.1109/ICIC50835.2020.9288549

Huda, N., Ayu, D., & Septyarini, R. (2024). Outlook Ekonomi Digital 2025. https://celios.co.id/digital-economy-outlook-2025/#:~:text=Sektor%20pembayaran%20digital%20di%20Indonesia,atau%20sekitar%2016%2C73%25.

Hutabarat, W. M. S., & Prabawani, B. (2020). Pengaruh Experiential Marketing dan Sales Promotion terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening pada Pelanggan Go-Ride Semarang. Jurnal Ilmu Administrasi Bisnis, 9(2), 12–22. https://doi.org/https://doi.org/10.14710/pilars.%25v.%25i.%25Y.%25p

Khan, A. R. (2018). Determinants of Customers Loyalty towards Retail Outlets. RESEARCH REVIEW International Journal of Multidisciplinary, 3(8), 552–555. https://doi.org/https://doi.org/10.5281/zenodo.1401276

Roni, Zulfadil, & Setiawan, D. (2022). Analisis Strategi Promosi dalam Rangka Membangun Loyalitas Pelanggan pada PT. Arta Boga Cemerlang. Daya Saing: Jurnal Ilmu Manajemen, 8(1), 78–89. https://doi.org/https://doi.org/10.35446/dayasaing.v8i1.863

Santoso, R., Munawi, H. A., & Nevita, A. P. (2020). Consumer Behavior Analysis: Strategy to Win the Business Competition in the Era of the Digital Economy. G-Tech: Jurnal Teknologi Terapan, 4(1), 286–293. https://doi.org/https://doi.org/10.33379/gtech.v4i1.550

Sinaga, H. D. E., Lazuardi, D., Loo, P., & Manik, D. E. M. (2024). e-CRM Teori dan Implementasi (N. Irawati, Ed.; 1st ed.). Seribu Bintang. www.SeribuBintang.co.id

Sinaga, H. D. E. (2023). Variabel, Definisi Operasional, Populasi dan Sampel Penelitian Kuantitatif dalam Metode Penelitian Kuantitatif. Mataram: SANABIL.

Siregar, D. N. P., Cahyani, W., & Chaniago, A. U. (2020). Pengaruh Customer Relationship Management (Crm) Terhadap Loyalitas Pengguna Irian Card (I-Card) Pada Irian Dept Store & Supermarket Medan Marelan. Jurnal SAINTIKOM: Jurnal Sains Manajemen Informatika Dan Komputer, 19(1), 17–23. https://doi.org/https://doi.org/10.53513/jis.v19i1.221

Smarco Superstore. (2025). Smarco Superstore – Smart Price, Smart Choice. Smarco.Co.Id. https://smarco.co.id/

Srisusilawati, P., Burhanudin, J., Trenggana, A. F. M., Anto, M. A., Kusuma, G. P. E., Rahmasari, L. F., Surhayati, Mulyani, Ariyani, N., Hadi, P., Manggabarani, A. S., Lestari, F. P., Irawati, N., Octaviani, L. K., Bakar, R. M., Musafir, & Dewi, I. C. (2023). Loyalitas Pelanggan (E. Damayanti, Ed.). Widina Bhakti Persada Bandung. https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=loyalitas+pelanggan*&oq=loyalitas+pelanggan#d=gs_qabs&t=1753952663497&u=%23p%3Dwo6lRFfbSlkJ

Sriwendiah, S., & Nusa, P. (2021). Pengaruh Customer Relationship Manajemen (CRM) terhadap Loyalitas Pelanggan Lembah Sarimas Resort Hotel. Jurnal Bisnis, 9(1), 1–12. https://stieb-perdanamandiri.ac.id/index.php/polibisnis/view/202

Sugiarti, U. (2024, October 13). 77% Masyarakat Indonesia Lebih Suka Belanja di Minimarket. GoodStats. https://goodstats.id/article/77-masyarakat-indonesia-menyukai-belanja-di-minimarket-CRkaQ

Sulung, U., & Muspawi, M. (2024). Memahami Sumber Data Penelitian : Primer, Sekunder, dan Tersier. Penelitian Pendidikan, 5(3), 110–116. https://doi.org/https://doi.org/10.47827/jer.v5i3.238

Sumawidjaya, R. N., & Garini, W. (2016). Analisis Pengaruh Periklanan dan Promosi Penjualan terhadap Minat Beli Konsumen pada Alfamart Cabang Soekarno Hatta No 791 Bandung. Jurnal Indonesia Membangun, 15(1), 78–91. https://jurnal.inaba.ac.id/index.php/JIM/article/view/63

Sy, A., Wiarta, I., Kurniasih, E. T., & Suci, M. (2023). Peran Customer Relationship Manajemen (CRM) dan Kupon Diskon dalam Upaya Peningkatan Loyalitas Pelanggan. Jurnal Pendidikan Tambusai, 7(1), 2100–2105. https://doi.org/https://doi.org/10.31004/jptam.v7i1.5530

Tapscott, D. (2015). The Digital Economy: Promise and Peril in the Age of Networked Intelligence (20th Anniversary). McGraw-Hill Education. https://dontapscott.com/wp-content/uploads/Digital-Economy-20th-Anniversary-Sample-Chapter.pdf

Tim Riset Populix. (2023). Survei Populix: Preferensi Pembeli Saat Grocery Shopping. Populix. https://info.populix.co/articles/grocery-shopping/