NASROEL, ADJIE REEDWANE MAS (2026) IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) MELALUI MODEL IDIC PADA PERSIK KEDIRI DALAM INDUSTRI SEPAK BOLA INDONESIA: ANALISIS DESKRIPTIF KUALITATIF. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Modern football positions clubs not only as sports organizations but also as entities that need to manage relationships with supporters on an ongoing basis. Persik Kediri has a strong supporter base and has developed various forms of communication, digital media use, data collection, and supporter involvement in club policies. This study aims to identify and describe the implementation of Customer Relationship Management (CRM) at Persik Kediri through the IDIC model, consisting of Identify, Differentiate, Interact, and Customize. The study adopts a postpositivist paradigm and a qualitative descriptive method. Primary data were obtained through semi-structured interviews with Haryanto Kurusetra as the main informant and Rully Nere and Patar Tambunan as supporting informants. Secondary data were obtained from Persik Kediri’s official website, the competition operator, government publications, credible media, and relevant digital documentation. Data were analyzed inductively and deductively while retaining findings outside the IDIC model. The results show that Identify is evident through supporter membership data, ticketing data, and digital media monitoring, although these sources are not yet integrated. Differentiate appears through a practical understanding of differences in supporter characteristics, but it has not developed into formal and systematic segmentation. Interact is the most clearly visible element through direct and digital communication, explanations of club policies, the reception of supporter input, and the management of supporter responses. Customize remains limited to collective and contextual adjustments in communication and approaches based on groups, situations, and local context, rather than individual personalization based on supporter profiles. The study also finds that Persik Kediri’s relationship with supporters is shaped by local identity, club history, a sense of belonging, boundaries on supporter involvement, and external competition-related factors. Therefore, CRM practices at Persik Kediri are visible in supporter relationship management, but they do not yet demonstrate a fully systematic and integrated IDIC process. Keywords: Customer Relationship Management, IDIC, Persik Kediri, supporters, sport communication. Sepak bola modern tidak hanya menempatkan klub sebagai organisasi olahraga, tetapi juga sebagai entitas yang perlu mengelola hubungan dengan suporter secara berkelanjutan. Persik Kediri memiliki basis suporter yang kuat dan telah mengembangkan berbagai bentuk komunikasi, pemanfaatan media digital, pendataan, serta pelibatan suporter dalam sejumlah kebijakan klub. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan implementasi Customer Relationship Management (CRM) pada Persik Kediri melalui model IDIC yang meliputi Identify, Differentiate, Interact, dan Customize. Penelitian menggunakan paradigma postpositivistik dengan metode deskriptif kualitatif. Data primer diperoleh melalui wawancara semi-terstruktur dengan Haryanto Kurusetra sebagai informan utama serta Rully Nere dan Patar Tambunan sebagai informan pendukung. Data sekunder diperoleh dari situs resmi Persik Kediri, operator kompetisi, publikasi pemerintah, media kredibel, dan dokumentasi digital yang relevan. Analisis data dilakukan secara induktif dan deduktif dengan tetap mempertahankan temuan yang berada di luar model IDIC. Hasil penelitian menunjukkan bahwa Identify telah terlihat melalui pendataan anggota suporter, data tiket, serta pemantauan media digital, tetapi sumber data tersebut belum terintegrasi. Differentiate muncul melalui pemahaman praktis terhadap perbedaan karakteristik suporter, namun belum berkembang menjadi segmentasi yang formal dan sistematis. Interact merupakan unsur yang paling jelas terlihat melalui komunikasi langsung dan digital, penyampaian penjelasan mengenai kebijakan klub, penerimaan masukan, serta pengelolaan respons suporter. Customize masih terbatas pada penyesuaian komunikasi dan pendekatan secara kolektif berdasarkan kelompok, konteks, dan situasi, belum sampai pada personalisasi individual berbasis profil suporter. Penelitian juga menemukan bahwa hubungan Persik Kediri dengan suporter dipengaruhi oleh identitas lokal, sejarah klub, rasa memiliki, batas keterlibatan suporter, dan faktor eksternal kompetisi. Dengan demikian, praktik CRM pada Persik Kediri telah muncul dalam pengelolaan hubungan dengan suporter, tetapi belum menunjukkan proses IDIC yang sepenuhnya sistematis dan terintegrasi. Kata kunci: Customer Relationship Management, IDIC, Persik Kediri, suporter, komunikasi olahraga.
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