THE INFLUENCE OF CRM IMPLEMENTATION ON “MYVALUE” MEMBER APPLICATION AND CUSTOMER PERCEIVED VALUE TOWARDS CUSTOMER SATISFACTION AND LOYALTY AT GRAMEDIA BOOKSTORE MEGA HYPERMALL BEKASI

Abstract

This study investigates the influence of Customer Relationship Management (CRM) implementation and customer perceived value on customer satisfaction and loyalty at Gramedia Bookstore Mega Bekasi Hypermall, focusing on the "MyValue" member application. In the highly competitive retail market, maintaining customer satisfaction and loyalty is a challenge, especially as many bookstores face declining sales and shifts in consumer behavior toward digital platforms. Gramedia Mega Bekasi Hypermall has been experiencing a decline in sales turnover and struggles to consistently foster customer loyalty, despite the introduction of the MyValue application. The inability to meet sales targets highlights the problem of how to effectively leverage CRM systems and enhance customer perceived value to increase customer satisfaction and ultimately drive sales and loyalty. This research employs a quantitative approach, gathering data from 241 valid respondents who are MyValue members. Using Structural Equation Modeling (SEM) with Partial Least Squares (PLS), the study examines the relationships between CRM implementation, customer perceived value, satisfaction, and loyalty. The results demonstrate that both CRM implementation and customer perceived value have significant positive effects on customer satisfaction, which in turn has a direct influence on customer loyalty. Furthermore, while CRM and perceived value have direct impacts on loyalty, customer satisfaction acts as a mediating variable that strengthens thisrelationship. The study concludes by providing practical recommendations to enhance CRM strategies and optimize customer perceived value, with the goal of improving customer loyalty and addressing the ongoing issue of declining sales turnover at Gramedia Mega Bekasi Hypermall.