PUTRA, AL KENZA BIMA ANTARA (2025) THE INFLUENCE OF CRM TOWARD CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION ON MERCEDES BENZ DISTRIBUTION INDONESIA. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

The Indonesian luxury automotive market, characterized by steady growth
driven by urbanization, affluence, and brand prestige, presents both
opportunities and challenges for Mercedes-Benz Distribution Indonesia
(MBDI), which faces intensified competition and shifting customer
expectations. This study employs an explanative quantitative methodology
using Smart PLS to evaluate CRM’s impact on customer satisfaction and
loyalty, focusing on a population comprising customers who have utilized
after-sales services, purchased vehicles, or interacted with CRM platforms.
Findings reveal that CRM practices significantly enhance satisfaction and
loyalty, with satisfaction acting as a critical mediator; however, gaps in
emotional engagement and advocacy highlight over-reliance on
transactional strategies, contrasting with competitors like Lexus, which
excel through localized tactics such as extended warranties and concierge
services. The study identifies misalignments between MBDI’s global CRM
frameworks and Indonesian consumer preferences, emphasizing the need
for hybrid strategies integrating technology-driven efficiency with humancentric engagement (e.g., personalized follow-ups, community-building
initiatives). Recommendations include tiered loyalty programs, real-time
feedback mechanisms, and co-creation opportunities to address emotional
and advocacy gaps, offering actionable frameworks for luxury automotive
brands to balance scalability with cultural relevance in emerging markets.
The analysis confirms that all hypothesized relationships between variables
are statistically significant and positive
Keyword: CRM, Customer Loyalty, Customer Satisfaction.
57. Administrasi Bisnis 2025

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