Pengaruh Electronic Customer Relationship Management (E-CRM) Dan User Experience Terhadap E-Loyalty Pada Penggunaan E-Commerce Shopee Wanita Generasi Z di Kota Medan

Abstract

The rapid growth of e-commerce in Indonesia is particularly evident among Generation Z, who are highly familiar with digital technology. Shopee has become one of the most widely used online shopping platforms, especially among female consumers. However, the intense competition requires companies to maintain customer relationships through the implementation of Electronic Customer Relationship Management (E-CRM) and provide an optimal User Experience in order to foster e-loyalty. This study aims to analyze the influence of Electronic Customer Relationship Management (E-CRM) and User Experience on e-loyalty among Generation Z women who use Shopee in Medan City. This research is associative in nature with a quantitative approach. The population consists of female Generation Z Shopee users in Medan City. A total of 125 respondents were selected using purposive sampling, with the criteria of having shopped on Shopee at least twice, being aged 17–28 years (Generation Z), and residing in Medan City. The data were analyzed using multiple linear regression. The results show that simultaneously, E-CRM and User Experience have a positive and significant effect on e-loyalty among female Generation Z Shopee users in Medan City. Partially, both E-CRM and User Experience also have a positive and significant effect on eloyalty.