TIRTA, FLARISYHA DEVANA (2025) STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT ASTRA DAIHATSU CILEDUG DALAM MEMBANGUN HUBUNGAN BAIK DENGAN PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Customer Relationship Management (CRM) strategy implemented by Astra Daihatsu Ciledug focuses on building long-term relationships with customers through friendly services, loyalty programs, the use of social media, and digital innovations such as online service booking and home service. This strategy combines continuity marketing, one-to-one marketing, and partnering programs aligned with the three phases of CRM, namely customer acquisition, customer retention, and enhancing customer profitability. This study aims to analyze how these CRM strategies are carried out and to what extent they are effective in fostering good relationships with customers. The research method employed is qualitative descriptive, with data collected through interviews, observations, and documentation. The research findings indicate that the CRM strategy, which includes friendly services, loyalty programs, the use of social media, as well as digital innovations such as online service booking and home service, is effective in enhancing customer satisfaction and loyalty. This approach not only strengthens personal communication but also builds trust and a positive corporate image. The findings affirm that CRM plays an essential role as a communication strategy and a long-term relationship between the company and its customers amid competition in the automotive industry. Keywords: Customer Relationship Management, Service Strategy, Customer Loyalty, Astra Daihatsu Ciledug Strategi Customer Relationship Management (CRM) yang diterapkan oleh Astra Daihatsu Ciledug berfokus pada upaya membangun hubungan jangka panjang dengan pelanggan melalui pelayanan yang ramah, program loyalitas, pemanfaatan media sosial, serta inovasi layanan digital seperti booking service online dan layanan servis mobil dirumah. Strategi ini memadukan continuity marketing, one-to-one marketing, dan partnering program yang disesuaikan dengan tiga fase CRM, yaitu akuisisi pelanggan, dan peningkatan profitabilitas pelanggan. Penelitian ini bertujuan untuk menganalisis bagaimana strategi CRM tersebut dijalankan dan sejauh mana efektivitasnya dalam membangun hubungan baik dengan pelanggan. Metode penelitian yang digunakan adalah kualitatif deskriptif, dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi CRM yang meliputi pelayanan ramah, program loyalitas, pemanfaatan media sosial, serta inovasi digital seperti booking service online dan layanan servis di rumah, efektif dalam meningkatkan kepuasan serta loyalitas pelanggan. Pendekatan ini tidak hanya memperkuat komunikasi personal, tetapi juga membangun kepercayaan dan citra positif perusahaan. Temuan ini menegaskan bahwa CRM berperan penting sebagai strategi komunikasi dan hubungan jangka panjang antara perusahaan dengan pelanggan di tengah persaingan industri otomotif. Kata Kunci : Customer Relationship Management, Strategi Pelayanan, Loyalitas Pelanggan, Astra Daihatsu Ciledug
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 26 002 |
| NIM/NIDN Creators: | 44219010011 |
| Uncontrolled Keywords: | Customer Relationship Management, Strategi Pelayanan, Loyalitas Pelanggan, Astra Daihatsu Ciledug |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 10 Jan 2026 09:43 |
| Last Modified: | 10 Jan 2026 09:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100518 |
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