This study aims to determine the effect of Customer Relationship Management (CRM) on Shopee Brand Equity in generation Z Shopee consumers in Malang. The development of Shopee’s performance that continued to increase in the middle of competition with other e-commerce coupled with the existence of generation Z as potential market share makes this study interested in digging deeper into the effect of CRM. The research approach used a quantitative method with surveys and online observation. The theory used CRM and the Brand Equity concept. The research data has met the requirements of the classical assumption test using the simple linear regression analysis. The result in this study is CRM has a positive and significant effect on Brand Equity of 85.2%. It can be concluded that CRM affects Brand Equity.

Doi: https://doi.org/10.1063/5.0111763