The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era
Keywords:
E-Marketing E-CRM E-Loyalty E-CommerceAbstract
The aim of this research is to analyze the effects of e-Marketing, e-CRM and e-Marketing on eLoyalty and company performance. The study is quantitative with a questionnaire approach. Data
processing tools use the SmartPLS 3.3.3 software. The primary data collection method was by
distributing online questionnaires through online surveys to 286 managers of non-e-commerce
companies during covid pandemic and digital era. The regression test results show the e-Marketing
has a significant effect on Company Performance, e-CRM has significant effect on Company
Performance, e-Marketing has no significant effect on e-Loyalty, e-CRM has no significant effect
on e-Loyalty), e-Loyalty has no significant effect on Company Performance, e-CRM has no
significant effect on business sustainability through e-Loyalty. Finally, e-Marketing has no
significant effect on Company Performance through e-Loyalty. That means e-marketing and eCRM have a relationship and influence on e-loyalty both individually and simultaneously.