MEMBANGUN LOYALITAS PELANGGAN MELALUI PENDEKATAN CRM DI UMKM: STUDI PADA PT. ADABAN MAKMUR SUKSES
Keywords:
CRM, Hubungan Pelanggan, Distribusi Ban, Goodyear, Komunikasi Pelanggan
Abstract
Penelitian ini bertujuan untuk menganalisis praktik manajemen hubungan pelanggan (CRM) di PT Adaban Makmur Sukses, distributor resmi ban Goodyear di Kota Batam. Perusahaan mencatat nomor telepon setiap pelanggan yang melakukan transaksi, yang kemudian digunakan untuk komunikasi pemasaran dan layanan purna jual. Penelitian ini mengevaluasi efektivitas strategi tersebut dan mengaitkannya dengan teori CRM yang relevan. Hasilnya menunjukkan bahwa strategi awal yang dilakukan sudah sesuai dengan prinsip dasar CRM, namun masih terdapat kekurangan dalam segmentasi dan personalisasi pesan.
References
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Hossain, M. S., Uzir, M. U. H., & Niazi, A. (2021). CRM and innovation capability for SME sustainability: The mediating role of knowledge management. Journal of Small Business Management, 59(S1), 220–239. https://doi.org/10.1080/00472778.2021.1883037
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Sharma, G., & Goyal, D. P. (2020). CRM adoption in service SMEs: A dynamic capabilities perspective. Journal of Relationship Marketing, 19(2), 125–144. https://doi.org/10.1080/15332667.2020.1740122
Hasan, G., Lim, J., Fernandes, N., Raymond, R., & Eddison, T. (2023). Dampak Customer Relationship Management (CRM) Terhadap Kinerja Perusahaan di Tiga Segmen. Jurnal Minfo Polgan, 12(2), 453–460. https://doi.org/10.33395/jmp.v12i2.12431
Lim, J., Hasan, G., Rena, Huang, C., Sembiring, E., & Syukriansyah, A. (2023). Analisa Customer Relationship Management pada UMKM Es Potong Moex. Jurnal Pengabdian kepada Masyarakat Nusantara, 4(2), 1402–1411. https://doi.org/10.55338/jpkmn.v4i2.1099
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Ijomah, W., Okafor, C., & Adeola, O. (2024). CRM capabilities and SME performance in emerging markets: A resource-based view. Journal of Business Research, 173, 114238. https://doi.org/10.1016/j.jbusres.2023.114238
Payne, A., & Frow, P. (2017). Strategic customer management: Integrating relationship marketing and CRM (2nd ed.). Cambridge University Press.
Rautela, R., Makkar, S., & Sharma, M. (2021). Impact of customer relationship management (CRM) practices on customer satisfaction and loyalty in retail sector. International Journal of Customer Relationship Marketing and Management (IJCRMM), 12(1), 1–19. https://doi.org/10.4018/IJCRMM.2021010101
Raza, M., Qazi, W., Khan, K. A., & Salam, J. (2022). Trust-based CRM in digital business: A model for small firms. Sustainability, 14(12), 7390. https://doi.org/10.3390/su14127390
Sudirjo, H., Yulianto, E., & Prasetyo, W. (2023). Strategi CRM dalam membentuk loyalitas pelanggan pada perusahaan logistik nasional. Jurnal Manajemen dan Bisnis Indonesia, 9(1), 23–35. https://doi.org/10.21009/jmbi.091.03
Maqableh, M., Masa’deh, R., & Alrowwad, A. (2021). The relationship between CRM systems and organizational performance: A mediation model. International Journal of Data and Network Science, 5(3), 361–370. https://doi.org/10.5267/j.ijdns.2021.3.001
Hossain, M. S., Uzir, M. U. H., & Niazi, A. (2021). CRM and innovation capability for SME sustainability: The mediating role of knowledge management. Journal of Small Business Management, 59(S1), 220–239. https://doi.org/10.1080/00472778.2021.1883037
Lee, H., & Lee, J. (2022). Personalization in CRM systems: Effects on customer satisfaction in digital banking. Electronic Commerce Research and Applications, 52, 101116. https://doi.org/10.1016/j.elerap.2022.101116
Sharma, G., & Goyal, D. P. (2020). CRM adoption in service SMEs: A dynamic capabilities perspective. Journal of Relationship Marketing, 19(2), 125–144. https://doi.org/10.1080/15332667.2020.1740122
Hasan, G., Lim, J., Fernandes, N., Raymond, R., & Eddison, T. (2023). Dampak Customer Relationship Management (CRM) Terhadap Kinerja Perusahaan di Tiga Segmen. Jurnal Minfo Polgan, 12(2), 453–460. https://doi.org/10.33395/jmp.v12i2.12431
Lim, J., Hasan, G., Rena, Huang, C., Sembiring, E., & Syukriansyah, A. (2023). Analisa Customer Relationship Management pada UMKM Es Potong Moex. Jurnal Pengabdian kepada Masyarakat Nusantara, 4(2), 1402–1411. https://doi.org/10.55338/jpkmn.v4i2.1099
Sinambela, F. A., Lim, J., & Fahlevi, R. (2025). The Influence Of Brand Reputation, Information Quality, Information Quantity, Information Credibility And Customer Reviews On Purchase Intention Regarding Hotel Booking On The Travel Online Application Via Information Usefulness. Jurnal Ekuilnomi, 7(1), 220-229. https://doi.org/10.36985/npy0w409
Published
2025-07-30
How to Cite
Golan Hasan, Josline, Jenny Kartika Dewi, Rebecca Friska, Kelvin, & Rio Fernando. (2025). MEMBANGUN LOYALITAS PELANGGAN MELALUI PENDEKATAN CRM DI UMKM: STUDI PADA PT. ADABAN MAKMUR SUKSES. Journal of Social and Economics Research, 7(1), 1128-1137. https://doi.org/10.54783/jser.v7i1.897
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Articles
