Peran Customer Relationship Marketing (CRM) dalam Memediasi Pengaruh Social Media Activity dan Customer Experience terhadap Customer Behaviour Outcome

This research aims (1) To determine the effect of Customer Experience on Customer Behavior Outcome, (2) To determine the effect of Customer Experience on Customer Relationship Marketing, (3) To determine the influence of Social Media Activity on Customer Relationship Marketing; (4) To determine the effect of Social Media Activity on Customer Behavior Outcome; (5) To determine the effect of Customer Relationship Marketing on Customer Behavior Outcome; (6) To determine the role of Customer Relationship Marketing in mediating Customer Experience on Customer Behavior Outcome; (7) To determine the role of Customer Relationship Marketing in mediating Social Media Activity on Customer Behavior Outcome. This study's population is an unknown number of Instagram Store service users. The sample amounted to 108 respondents. The data collection method was questionnaires. This study used SEM (Structural Equation Modeling) analysis. The results showed that (1) Customer Experience positively and significantly affects Customer Behavior Outcomes. (2) Customer Experience positively and significantly affects Customer Relationship Marketing. (3) Social Media Activity positively and significantly affects Customer Relationship Marketing. (4) Social Media Activity positively and significantly affects Customer Behavior Outcomes. (5) Customer Relationship Marketing positively and significantly affects Customer Behavior Outcomes. (6) Customer Relationship Marketing cannot increase the influence of Customer Experience on Customer Behavior Outcomes. (7) Customer Relationship Marketing can increase the influence of Social Media Activity on Customer Behavior Outcomes.