The Mediating Role of Customer Data Analytics in the Effects of Customer Relationship Management and Personalized Marketing on Cross-Selling in Retail Jaringan Solution, Pematangsiantar City

Abstract

This study aims to analyze the effects of Customer Relationship Management (CRM), Personalized Marketing, and Customer Data Analytics on Cross-Selling at Retail Jaringan Solution in Pematangsiantar City. This research employed an explanatory quantitative approach involving 128 customers as respondents, determined using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression and mediation analysis. The results show that CRM, Personalized Marketing, and Customer Data Analytics have positive and significant effects on Cross-Selling. The regression coefficients were 0.284 for CRM, 0.173 for Personalized Marketing, and 0.471 for Customer Data Analytics. The regression model explained 71.1% of the variation in Cross-Selling (R² = 0.711), while 28.9% was explained by other factors. The F-test confirmed significant simultaneous effects, while the t-test indicated that all individual relationships were statistically significant. These findings highlight the importance of effective customer relationship management, personalized marketing strategies, and customer data utilization in increasing cross-selling performance