ANALYSIS EFFECT OF OMNI CHANNEL ON THE MSME’S PERFORMANCE IN CRAFT INDUSTRY THROUGH CUSTOMER EXPERIENCE AND CUSTOMER RELATIONSHIP MANAGEMENT

YULISA, PUTRI AYU (2020) ANALYSIS EFFECT OF OMNI CHANNEL ON THE MSME’S PERFORMANCE IN CRAFT INDUSTRY THROUGH CUSTOMER EXPERIENCE AND CUSTOMER RELATIONSHIP MANAGEMENT. S1 thesis, Universitas Mercu Buana.

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Abstract

Micro, Small, Medium Enterprise (MSME) is a crucial aspect which has a potential to increase Indonesian economy. MSME previously has contributed 60% of GDP in Indonesia. In addition, MSME is able to survive during economy crisis occurred from 1998 to 2000s in Indonesia. Due to vacant employment and high export level are becoming great potential to bring positive influence for Indonesia. However, the high level of MSME contribution is not yet distributed evenly, especially for craft industry. It is shown by the lack of existing export level on Craft Industry of MSME. Besides that, frequently encountered problem by MSME is bankrupting business due to lack of knowledge in developing business using appropriate strategy. This research is performed to discover Omni Channel on the MSME’s Performance in Craft Industry through Customer Experience and Customer Relationship Management. Result of processed data shown that Omni Channel is an appropriate method to improve MSME Performance on Craft Industry through Customer experience and CRM. Omni Channel approach is centered on consumer to improve satisfaction and loyalty of consumer. It will be an important part for MSME to develop their business and able to withstand in Indonesian market with appropriate strategy. Besides that, this approach is able to increase the amount of MSME who uses digital in expanding market and helping government program called "UMKM Go Online" which aimed to increase digitally managed entrepeneur in Indonesia. Keyword : Omni Channel, Customer Experience, Customer Relationship Management, Performance, MSME Usaha Mikro Kecil Menengah atau UMKM merupakan salah satu aspek penting yang berpotensi dalam meningkatkan perekonomian Indonesia, yaitu telah berkontribusi sebanyak 60% dari PDB.UMKM terbukti dapat bertahan di kala krisis ekonomi yang terjadi dalam periode 1998 sampai 2000 di Indonesia. Terbukanya lapangan pekerjaan dan tingginya tingkat ekspor juga merupakan potensi besar yang memberikan dampak positif terhadap Indonesia. Namun, tingginya tingkat kontribusi UMKM belum merata terhadap industri lainnya, khususnya Industri kerajinan. Hal ini ditunjukkan oleh sedikitnya tingkat ekspor yang ada oleh UMKM di industri kerajinandan jugabanyaknya bisnis yang berhenti begitu saja karena kurangnya pengetahuan dalam mengembangkan bisnis dengan strategi yang tepat. Penelitian ini dilakukan untuk mengetahui pengaruh Omni Channel terhadap Performa Produk UMKM melalui Customer Experience dan Customer Relationship Management (CRM). Hasil pengolahan data membuktikan bahwa Omni Channel merupakan metode yang tepat untuk meningkatkan Performa UMKM pada industri kerajinan melalui Customer experience dan CRM. Pendekatan Omni Channel berpusat kepada konsumen dengan tujuan meningkatkan kepuasan dan loyalty dari konsumen. Hal ini akan menjadi bagian penting bagi UMKM untuk dapat mengembangkan usaha UMKM dan dapat bertahan di pasar Indonesia. Selain itu, pendekatan ini dapat meningkatkan jumlah UMKM yang menggunakan digital dalam mengembangkan pasar sekaligus membantu program pemerintah yang bernama “UMKM GO Online” yang bertujuan meningkatkan wirausaha yang bergerak secara digital di Indonesia. Kata Kunci: Omni Channel, Customer Experience, Customer Relationship Management, Performance, UMKM

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