In the era of digital transformation, Internet Service Providers (ISPs) play a crucial role in expanding connectivity access. However, maintaining customer loyalty remains challenging amid intense competition and digital expectations. Although CRM have widely implemented by ISPs in Indonesia, its effectiveness in enhancing customer satisfaction is deemed suboptimal. The lack of research on the role of satisfaction as a mediator between CRM and loyalty underscores the urgency of this study. This research aims to develop a model to analyze the influence of CRM on customer satisfaction and loyalty, as well as assess the role of satisfaction as a mediating variable. Data was collected through questionnaires administered to users of Telkomsel, XL Axiata, Indosat Ooredoo, Tri, and Smartfren, with 260 respondents. The collected data will be analyzed using PLS-SEM. The results indicate that customer relationship quality perception (PCRQ), which is formed from the e-CRM dimension, has a significant effect on customer satisfaction, and that satisfaction drives loyalty. However, the mediating role of satisfaction is not substantial. This study enriches the theoretical understanding of the relationship between CRM, satisfaction, and loyalty in the Indonesian ISP industry and strengthens the PLS-SEM-based conceptual framework.