CAHYANI, YUANISA RISQI (2026) ANALISIS DAN PEMAKNAAN CUSTOMER LIFETIME VALUE DALAM STRATEGI KEBERLANJUTAN BISNIS UMKM (Studi Eksplorasi Pada Usaha Jamu Tradisional). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the Customer Lifetime Value (CLV) and its meaning as the basis for formulating business sustainability strategies in traditional herbal (jamu) micro and small enterprises (MSMEs). A mixed-method approach with a sequential explanatory design was applied: the quantitative phase calculated Customer Lifetime Value (CLV) using the RFM method from 30 active customers, followed by a qualitative phase involving in-depth interviews with 6 informants (business owner, sales representative, and customers). The results show that several product categories have the highest Customer Lifetime Value (CLV) and contribute the most to revenue. The interviews reveal that customer loyalty is influenced by trust in the benefits of herbal products, product quality, and the close relationship between the owner and customers. The findings lead to sustainability strategies that focus on high-value customer segments through customer retention efforts, simple transaction recording, and gradual digitalization of marketing activities. This study demonstrates that Customer Lifetime Value (CLV) can serve as a strategic instrument to support business sustainability in traditional jamu MSMEs. Keywords: Customer Lifetime Value (CLV), business sustainability, MSMEs, traditional herbal medicine. Penelitian ini bertujuan menganalisis Customer Lifetime Value (CLV) dan pemaknaannya dalam merumuskan strategi keberlanjutan bisnis pada UMKM jamu tradisional. Penelitian menggunakan mixed method dengan desain sequential explanatory: tahap kuantitatif dilakukan dengan menghitung Customer Lifetime Value (CLV) menggunakan metode RFM dari 30 pelanggan aktif, kemudian tahap kualitatif dilakukan melalui wawancara mendalam dengan 6 informan (pemilik usaha, sales, dan pelanggan). Hasil menunjukkan bahwa beberapa jenis jamu memiliki nilai Customer Lifetime Value (CLV) tertinggi dan menjadi penyumbang utama pendapatan. Dari wawancara, loyalitas pelanggan dipengaruhi oleh kepercayaan terhadap manfaat jamu, kualitas produk, dan kedekatan hubungan antara pemilik dan pelanggan. Temuan ini menghasilkan strategi keberlanjutan yang berfokus pada segmen pelanggan bernilai tinggi melalui retensi pelanggan, pencatatan transaksi sederhana, dan digitalisasi pemasaran bertahap. Penelitian membuktikan bahwa Customer Lifetime Value (CLV) dapat menjadi instrumen strategis dalam mendukung keberlanjutan UMKM jamu tradisional. Kata kunci: Customer Lifetime Value (CLV), keberlanjutan bisnis, UMKM, jamu tradisional.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55523120020 |
| Uncontrolled Keywords: | Customer Lifetime Value (CLV), keberlanjutan bisnis, UMKM, jamu tradisional. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.7 Accounting for Specific Phases of Business Activity/Akuntansi Khusus yang Berkaitan dengan Bidang Bisnis 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Akuntansi |
| Depositing User: | khalimah |
| Date Deposited: | 18 Aug 2026 05:50 |
| Last Modified: | 18 Aug 2026 05:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103290 |
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