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PT. Len Industri (Persero) as a State-Owned Enterprise (BUMN) which is engaged in the electronics and infrastructure equipment industry has a more difficult and complex future challenge to always provide the best to resellers. The sustainability of the company depends on the company's ability to keep its customers so that their customers can be loyal to the company and not move with other companies. So the purpose of this study is to determine the effect of Customer Relationship Management on Customer Satisfaction and Customer Loyalty. Based on the methodology, this study uses quantitative research. The study population was 54 resellers registered at PT. Len Industri (Persero), which consists of 20 E-Catalogs and 34 Non-ECatalogs. Each reseller is represented by Managerial, Supervisor, and Officer (54 x 3 = 162 population). The sampling technique used is a type of Non-Probability Sampling, namely Saturation Sampling, the researcher takes 100% of the population to be the research sample. The analysis method used is descriptive analysis techniques and Structural Equation Modeling (SEM) which are processed using the SmartPLS data processing application. The research result shows that PT. Len Industri (Persero) already has good Customer Relationship Management, Customer Satisfaction, and Customer Loyalty. And based on the results of hypothesis testing, it shows that Customer Relationship Management has a significant positive effect on Customer Satisfaction at the National E-KTP Retail Equipment Sales of 58.1%, as well as Customer Satisfaction has a significant positive effect on Customer Loyalty by 40.7%, Customer Relationship Management positively also has a significant effect on Customer Loyalty by 24.1% and the results of mediation testing show that Customer Relationship Management has a significant positive effect on Customer Loyalty mediated by Customer Satisfaction on the Sales of National EKTP Retail Equipment by 53.4%.

international journal of scientific and research publications

The Influence of Customer Relationship Management on Customer Satisfaction, and Customer Loyalty at PT. Len Industri (Persero) (Case Study on National E-KTP Retail Equipment Sales)