The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era

Abstract

The aim of this research is to analyze the effects of e-Marketing, e-CRM and e-Marketing on e-Loyalty and company performance. The study is quantitative with a questionnaire approach. Data processing tools use the SmartPLS 3.3.3 software. The primary data collection method was by distributing online questionnaires through online surveys to 286 managers of non-e-commerce companies during covid pandemic and digital era. The regression test results show the e-Marketing has a significant effect on Company Performance, e-CRM has significant effect on Company Performance, e-Marketing has no significant effect on e-Loyalty, e-CRM has no significant effect on e-Loyalty), e-Loyalty has no significant effect on Company Performance, e-CRM has no significant effect on business sustainability through e-Loyalty. Finally, e-Marketing has no significant effect on Company Performance through e-Loyalty. That means e-marketing and e-CRM have a relationship and influence on e-loyalty both individually and simultaneously.

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