CHANDRA, ADE (2020) STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT KOMPASIANA DALAM MEMPERTAHANKAN BRAND ENGAGEMENT TERHADAP KOMPASIANER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Customer Relationships Management (CRM) strategy in a company or organization largely determines success in maintaining brand engagement that is inherent in the company's customers. CRM strategy is a reference that has been planned to carry out the steps of CRM activities to be carried out by the company. The study was conducted to determine the Kompasiana CRM Strategy in order to maintain brand engagement towards Kompasianer, find out the form of communication in the concept of Public Relations in the implementation of CRM and also to know Kompasiana's branding strategy to survive in competition. Research refers to some previous research relating to the concept of CRM and its impact on the company. The method used in qualitative research methods with a case study approach. While the research paradigm is post positivism, where data is obtained through indepth interviews and observation. The results of the study showed that Kompasiana implemented a CRM strategy process consisting of Understand and Differentiate, Developed and Customized, Interact and Deliver as well as Acquire and Retain. This CRM strategy process is implemented in both online and offline activities. The form of implementation of the activities also had an impact on the image and reputation and the Kompasiana brand. Keyword: Strategy, Customer Relationships Management, Brand Engagement, Kompasiana, Kompasianer. Strategi Customer Relationships Management (CRM) dalam suatu perusahaan atau organisasi sangat menentukan keberhasilan dalam mempertahankan brand engagement yang sudah melekat dalam diri customer dari perusahaan tersebut. Strategi CRM menjadi acuan yang telah direncanakan untuk melakukan langkahlangkah dari aktifitas CRM yang akan dilakukan oleh perusahaan. Penelitian dilakukan untuk mengetahui Strategi CRM Kompasiana guna mempertahankankan brand engagement terhadap Kompasianer, mengetahui bentuk komunikasi dalam konsep Kehumasan dalam pelaksanaan CRM dan juga mengetahui strategi branding Kompasiana untuk bertahan dalam persaingan. Penelitian merujuk pada beberapa penelitian terdahulu yang berkaitan dengan konsep CRM serta dampaknya pada perusahaan. Metode yang digunakan dalam penelitian metode kualitatif dengan pendekatan studi kasus. Sementara paradigma penelitian adalah post positivism, dimana data didapatkan melalui wawancara mendalam serta observasi. Hasil dari penelitian menunjukan bahwa Kompasiana menerapkan proses strategi CRM yang terdiri dari Understand dan Differentiate, Developed dan Customized, Interact dan Deliver serta Acquire dan Retain. Proses strategi CRM ini diimplementasikan dalam kegiatan baik online dan offline. Bentuk implementasi kegiatan juga berdampak pada citra dan reputasi serta brand Kompasiana. Kata kunci: Strategi, Customer Relationships Management, Brand Engagement, Kompasiana, Kompasianer.
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