This study examines the impact of customer relationship management (CRM) practices and social media marketing (SMM) activities on customer retention among MSMEs in Aceh. It considers the dual role of social media in relationship management (CRM) and business engagement (SMM). Recognizing the widespread use of social media, the study explores different stages of its adoption and utilization in business. A formalized social media business profile is used as the moderating variable, defined by a firm's formal allocation of responsibility, outsourcing, funding, governance of social media, and broader changes to structure, processes, leadership, training, and culture. Data was collected from 565 MSMEs using questionnaires and analyzed with partial least squares structural equation modeling (PLS-SEM) and multi-group analysis. The results demonstrated a high predictive power of the model on customer retention. Within CRM, the findings indicated a significant difference in the effect of key customer focus on customer retention, with higher effects observed in MSMEs that do not formalize their social media business profiles. Additionally, technology-based CRM showed significantly higher effects on customer retention for those who formalize their social media profiles. Within SMM, the study revealed significant differences in the effects of customization and trendiness on customer retention, both of which were more pronounced in MSMEs without formalized social media profiles. Furthermore, word-of-mouth had a significantly higher impact on customer retention for MSMEs with formalized social media profiles. This research contributes theoretically by developing an integrated framework that identifies how key customer focus, CRM organization, knowledge management, technology-based CRM, customization, entertainment, interaction, trendiness, and word-of-mouth influence customer retention. It also explores the moderating effects of formalized social media business profiles on CRM practices and SMM activities within MSMEs.

This study endeavors to explore the influence of amenities, accessibility, and attractions on tourists' inclination to revisit a destination area. Additionally, it aims to delve into the role of safety, comfort, and uniqueness as factors enhancing the relationship between amenities, accessibility, and attractions in fostering intention to revisit. This research holds significant promise in addressing pertinent issues within the tourism landscape of Indonesia, particularly within the captivating realm of Aceh Province. The data collection method employed a questionnaire technique, wherein questionnaires were distributed to a sample of 150 tourists through the online platform Google Form. The data analysis utilized Structural Equation Modeling (SEM) analysis, employing Partial Least Squares (PLS) statistical software techniques. The findings from the data analysis indicate that amenities, accessibility, and attractions are key factors in shaping perceptions of safety and comfort. Interestingly, while amenities and accessibility do not seem to affect perceived uniqueness, attractions were found to have a notable influence in this regard. Moreover, the analysis revealed that accessibility directly impacts revisit intention. It is surprising, however, that perceived safety and comfort do not mediate the effects of facilities, accessibility, and attractions on revisit intention. Similarly, perceived uniqueness does not appear to mediate this relationship either. Research underscores the importance of amenities, accessibility, and attractions in shaping perceptions of safety and comfort. While amenities and accessibility may not impact perceptions of uniqueness, it is evident that attractions significantly influence this aspect. Overall, the research underscores the importance of amenities, accessibility, and attractions in shaping perceptions, with attractions notably influencing uniqueness perception.