Purpose: This paper aims to investigate the influence of CRM on FV through the CoC and the moderating role of stock beta. Design methodology - We hypothesize that there is a direct effect of CRM on FV and indirect effect through the CoC, and the role of beta stock as a moderator. To test this effect, PLS is used from three FV proxies, namely Tobins' Q, PER, and PBV. The research was conducted at telecommunication firms on the IDX, with an observation period of 2014–2021. Finding - The result of this study shows that CRM has no effect on tobins'q and stock beta moderates the relationship. Interesting findings from this study, CRM has no effect on the CoS. The CoD and CoS mediate the effect of CRM on FV (PER, PBV, and tobin's q). Companies that implement CRM are able to reduce the CoD and CoS, which in turn increases the FV. Research implication - CRM implementation is able to improve the company's risk management so as to increase investor trust so as to reduce CoC. Originality value- Reducing the CoD and the CoS to increase FV by implementing CRM. JEL : G3

Keywords : Firm Value, Sustainability.