Strategic Optimization of Website Performance through AI, Multi-Channel Integration, And CRM: An Impact Analysis on Customer Conversion, Customer Loyalty, and Business Economic Performance at Pt. XYZ
Downloads
The enhancement of customer conversion rate and the improvement of PT. XYZ’s economic performance are critical for reinforcing the company’s position in among digital marketplace. PT. XYZ faces substantial challenges in evaluating the effects of Customer Relationship Management implementation, AI-based website optimization, and multi-channel integration on customer satisfaction, engagement, and loyalty. This study aims to assess the influence and interrelation of CRM practices on customer conversion through customer satisfaction, determine the impact of AI-driven website optimization by analyzing engagement rates, also explores the role of multi-channel integration in fostering customer loyalty, considering customer retention metrics. The study also explores the role of multi-channel integration in fostering customer loyalty, considering customer retention metrics. Data was obtained by questionnaire from 100 active users of PT. XYZ Website. Statistical analyses, including tests for validity, reliability, normality, correlation, and paired t-tests, were employed to examine the relationships between variables. The results indicate that CRM implementation positively and significantly affects customer conversion in a linear manner, mediated by customer satisfaction. AI-based website optimization demonstrates a positive and significant nonlinear effect on economic performance, as reflected by engagement rates. Although the impact of multi-channel integration was not statistically significant. So, it is recommended that PT. XYZ pursue an integrated approach by combining CRM, AI-enhanced website optimization, and multi-channel strategies to improve customer conversion, loyalty, and overall economic performance. The insights derived from this study provide valuable guidance to improve the innovativenest and effectivenest digital marketing strategies.
Downloads
1. Kedah, Z. (2023). Use of e-commerce in the world of business. Startupreneur Business Digital (SABDA Journal), 2(1), 51-60.
2. Syahroni, M. I. (2022). Prosedur penelitian kuantitatif. EJurnal Al Musthafa, 2(3), 43-56.
3. Widiyanti, N. P. (2020). MODEL KEBIJAKAN PEMBERDAYAAN PEREMPUAN DI BALI.
4. Yunita, D., Adam, M., Wahab, Z., Andriana, I., Maulana, A., & Iisnawati, I. (2022). Multi-channel integration: Factor driving satisfaction and customer loyalty in the Omni-channel retailing. Jurnal Manajemen dan Kewirausahaan, 10(2), 175-182.
5. Growleady. (2024, September). 4 Pillars of B2B Marketing: Strategies for Success in 2024. Retrieved from Growleady website.
6. Plauti. (2025). How Accurate CRM Data Boosts Customer Satisfaction Scores. Diakses dari situs Plauti
7. Richards, A. K., & Jones, E. (2017). Customer relationship management: Finding value drivers. Industrial Marketing Management.
8. Nguyen, B., & Mutum, D S. (2012). A review of customer relationship management: successes, advances, pitfalls, and futures. Business Process Management Journal, 18(3), 400–419. https://doi.org/10.1108/14637151211232614
9. Payne, A., & Frow, P. (2015). Customer relationship management: From strategy to implementation. Journal of Marketing Management, 22(1–2), 135–168
10. McKinsey & Company. (2025). The state of AI: How organizations are rewiring to capture value. McKinsey & Company. Diakses dari McKinsey
11. Fachrizal. (2024). Dampak penggunaan artificial intelligence di sektor kesehatan. Senabistekes Journal. Diakses dari e‑journal UMMU Bahai
12. Zahida, H., Febrilia, I., & Rahmi, R. (2023). Pengaruh Customer Relationship Management (CRM) terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel intervening (Studi kasus pada konsumen Mixue di Jabodetabek). Jurnal Penelitian dan Pengembangan Ekonomi & Bisnis (JPK), 7(1). https://doi.org/10.32493/jpkpk.v7i1.32117
13. Yunita, Y. A., Nugraha, I., & Kurniawan, A. (2022). Pengaruh integrasi email dan media sosial terhadap loyalitas pelanggan. Jurnal ..., (sampel Jabodetabek).
14. Fajar, R. & Nugroho, N. (2023). Pengaruh social media marketing terhadap loyalitas pelanggan dengan brand trust sebagai variabel mediasi. Return: Study of Management Economic and Business, 3(12), 997–1010.
15. Wibisono, D. & Endarti, S. (2024). Hubungan retention dan loyalitas pelanggan dalam konteks digital marketing
16. Nguyen, B., & Mutum, D.S. (2012). A review of customer relationship management: successes, advances, pitfalls, and futures. Business Process Management Journal, 18(3), 400–419.
17. Almotairi, M. (2018). Barriers to CRM adoption: employee resistance, training needs, and performance metrics clarity. International Journal of Business Research,
18. Richards, A.K., & Jones, E. (2017). Customer relationship management: Finding value drivers. Industrial Marketing Management
19. Kilay, T.N., & Radianto, A.J.V. (2023). Pengaruh engagement rate media sosial terhadap nilai perusahaan.
Copyright (c) 2025 Hansel Christianto Kartadinata, Dr. M. Riza Sutjipto
This work is licensed under a Creative Commons Attribution 4.0 International License.
