PENGARUH KEWIRAUSAHAAN DIGITAL DAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN: SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.51878/social.v6i3.14983Keywords:
Kewirausahaan Digital, Customer Relationship Management, Loyalitas Pelanggan, Systematic Literature Review, PRISMAAbstract
ABSTRACT
Digital business transformation has changed how businesses create value, interact with customers, and maintain long-term relationships. However, findings concerning the relationship between digital entrepreneurship and Customer Relationship Management (CRM) and customer loyalty remain scattered across diverse research contexts, necessitating a more focused synthesis. This study aims to identify and synthesize empirical evidence on the relationship between digital entrepreneurship and CRM and customer loyalty, including mediating or moderating mechanisms and contextual factors influencing these relationships. The study employed a Systematic Literature Review (SLR) approach using the PRISMA protocol through searches of Google Scholar, Scopus, and ScienceDirect. The literature selection process yielded 70 articles that met the established criteria and were analyzed using thematic synthesis. The synthesis indicates that digital entrepreneurship and CRM tend to have positive relationships with customer loyalty, particularly through strengthened digital interactions, responsiveness, personalization, and customer experience. These relationships are influenced by business sector, geographical context, research characteristics, and psychological mechanisms such as trust, satisfaction, and repurchase intention. The findings affirm that customer loyalty is not formed through technology adoption alone, but through the integration of digital capabilities with sustainable customer relationship management. The study provides a strategic foundation for MSMEs to integrate digital innovation and CRM to strengthen customer loyalty.
ABSTRAK
Transformasi bisnis digital mengubah cara pelaku usaha menciptakan nilai, berinteraksi dengan pelanggan, dan mempertahankan hubungan jangka panjang. Namun, temuan mengenai keterkaitan kewirausahaan digital dan Customer Relationship Management (CRM) dengan loyalitas pelanggan masih tersebar dalam beragam konteks penelitian sehingga diperlukan sintesis yang lebih terarah. Penelitian ini bertujuan mengidentifikasi dan mensintesis bukti empiris mengenai hubungan kewirausahaan digital dan CRM dengan loyalitas pelanggan, termasuk mekanisme mediasi atau moderasi serta faktor kontekstual yang memengaruhi hubungan tersebut. Penelitian menggunakan pendekatan Systematic Literature Review (SLR) dengan protokol PRISMA melalui penelusuran pada Google Scholar, Scopus, dan ScienceDirect. Dari proses seleksi literatur diperoleh 70 artikel yang memenuhi kriteria dan dianalisis menggunakan thematic synthesis. Hasil sintesis menunjukkan bahwa kewirausahaan digital dan CRM cenderung memiliki hubungan positif dengan loyalitas pelanggan, terutama melalui penguatan interaksi digital, responsivitas, personalisasi, dan pengalaman pelanggan. Hubungan tersebut dipengaruhi oleh sektor usaha, konteks geografis, karakteristik penelitian, serta mekanisme psikologis berupa kepercayaan, kepuasan, dan niat pembelian ulang. Temuan ini menegaskan bahwa loyalitas pelanggan tidak terbentuk dari penggunaan teknologi semata, melainkan dari integrasi kapabilitas digital dengan pengelolaan hubungan pelanggan secara berkelanjutan. Hasil penelitian memberikan dasar strategis bagi UMKM untuk mengintegrasikan inovasi digital dan CRM dalam memperkuat loyalitas pelanggan.
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