The Influence of Customer Experience, Local Wisdom, on Customer Loyalty Clothing Market Mediated bt Customer Relationship Management

Abstract : This study aims to analyze the effect of customer experience, and local wisdom on customer loyalty in the clothing industry in batam city, with customer relationship management (CRM) as a mediating variable. The backgrounds of this research is based on the condition of the clothing industry in batam, which is still considered an immature market, characterized by intense competition, unstable purchasing power, adn suboptimal implementation of marketing strategies and customer relationship management. This research uses a quantitative approach with a survey method through questionaries based on a Likert scale distributed to clothing consumers in batam. The sampling technique used is purposive sampling, with criteria of respondents who have purchased clothing product. Data analysis was conducted using Structural Equation Modeli g (SEM-PLS) to examine both direct and indirect relationship between variables. The result show that customer experience and local wisdom have significant effect on customer loyalty, both directly and indirectly through CRM as mediating variable. In addition, CRM plays an important role in strengthening the relationship between independent variables and customer loyalty. These findings indicate that improving customer experience, and integrating local wisdom must be supported by effective customer relationship management to optimally enhance loyalty. This study provides theoretical contributions to the development of marketing management, particularly regarding the mediating role of CRM, and offers practical implications for clothing businesses in Batam in designing more effective to improve customer loyalty