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The purpose of this research is to find out the influence of customer relationship management on social customer relationship management; to find out the influence of customer relationship management on involvement willingness; to find out the influence of involvement willingness on social customer relationship management; to find out the role of involvement willingness in mediating the influence of customer relationship management on social customer relationship management. This research is categorized as explanatory research. The population used is bachelor degree students (S1) of five faculties at Budi Luhur University Jakarta who are at least already on their 4th semester. Data are gathered using questionnaire which reliability and validity are tested for 30 respondents. The research sampling is using purposive sampling with 110 respondents in total. Data are analyzed using Structure Equation Modeling (SEM) which consists of measurement model and structural model of Partial Least Square (PLS). Based on the research result, it can be concluded that customer relationship management influences social customer relationship management, customer relationship management influences involvement willingness, involvement willingness influences social customer relationship management, and involvement willingness does not mediate the influence of customer relationship management on social customer relationship management. Keywords—customer relationship management; involvement wilingness; social customer relationship management

Involvement Willingness as Mediation Variable of The Influence of Customer Relationship Management on Social Customer Relationship Management