iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2021.v02i01.059How to Retain Online Shop Customers (A Case Study on Indonesian Millennial Generation’s Habit of Shopping Online)EndangPurwaningrumAliMasjonoPoliteknik Negeri Jakarta, IndonesianThe purpose of this research is to analyze and identify effect of Customer Relationship Management (CRM), web quality on customer satisfaction and their implication to customer retention. The research used Structural Equation Model software, in this case Lisrel 8.7 to analyze quantitative data to prove 5 hypotheses statements. We explore 200 millennial generation (age between 20-35) who use online shop website to buy goods and services and live in Jakarta and its rural areas. The statistical computation results support the 5 hypotheses therefore to retain customer, the online shop owner should consider the web quality, CRM to achieve customer satisfaction and to retain customers. Web quality gives the highest significant effect on customer satisfaction and low significant effect on the customer retention. The result give an implication that need shop owner’s attention, to retain customer, they need to enhance the web quality because it provides 60% contribution effect to customer satisfaction.