Wibowo, Bayu Adi and Prabawani, Bulan (2026) THE INFLUENCE OF CRM AND SERVICE QUALITY ON CUSTOMER SATISFACTION AT ONLINE COACHING (STUDY ON CUSTOMER OF RIMBUN HERBALIFE NUTRITION CLUB BEKASI). Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

Customer satisfaction is a key determinant of business sustainability, particularly
in the health and wellness industry where online coaching has become an
important strategy for maintaining customer engagement. The effectiveness of
online coaching depends on businesses' ability to build strong customer
relationships and deliver high-quality services. Therefore, this study aims to
analyze the influence of Customer Relationship Management (CRM) and service
quality on customer satisfaction among customers of Rimbun Herbalife Nutrition
Club Bekasi.
This study employed a quantitative explanatory approach using a total sampling
technique involving all 93 active customers of Rimbun Herbalife Nutrition Club
Bekasi. Primary data were collected through a structured questionnaire using a fivepoint Likert scale and analyzed using Partial Least Squares Structural Equation
Modeling (PLS-SEM) with SmartPLS 4. The measurement and structural models
were evaluated to test the proposed hypotheses.
The results indicate that Customer Relationship Management and service quality
each have a positive and significant effect on customer satisfaction. Simultaneously,
both variables significantly influence customer satisfaction, highlighting their role
in improving customers' online coaching experiences. These findings suggest that
strengthening customer relationship strategies and maintaining service quality can
enhance customer satisfaction and support long-term customer retention.
Keywords: Customer Relationship Management (CRM), Service Quality, Customer
Satisfaction, Online Coaching, Herbalife Nutrition Club.
191 Adbis 2026

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