Purpose: The internet has become a fundamental need in the modern era, driving rapid access to information and communication worldwide. PT Telkomsel Indonesia as a leading telecommunications provider, strives to maintain its market dominance and satisfy consumer needs amidst fierce competition. This research investigates the impact of Customer Relationship Management (CRM) on customer satisfaction, with customer loyalty serving as a mediating variable at Telkomsel partner outlets in the cluster New Tasikmalaya.

Research methodology: The study uses a quantitative approach with descriptive and verificative methods, involving 370 participants selected through purposive sampling. Data analysis is conducted using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to examine both direct and indirect relationships between the variables.

Results: The findings reveal that CRM significantly influences customer loyalty, both directly and indirectly through customer satisfaction. Specifically, CRM has a positive and significant impact on customer satisfaction, which in turn positively affects customer loyalty. Additionally, customer satisfaction mediates the relationship between CRM and customer loyalty. These results indicate the importance of CRM strategies in fostering long-term customer loyalty by enhancing satisfaction through personalized and responsive services. The study highlights the need for Telkomsel and similar companies to continually invest in CRM technologies and strategies to adapt to evolving customer needs and maintain a competitive edge in the telecommunications industry.