FAUZAN, MIRANDA ANDREA (2024) STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) YANG DILAKUKAN SALES ASSISTANT UNTUK MENINGKATKAN LOYALITAS PELANGGAN DI HUSH PUPPIES METROPOLITAN MALL BEKASI. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Bisnis ritel di Indonesia memiliki persaingan yang kuat, dimana Perusahaan harus memiliki strategi agar pelanggan yang pernah membeli akan datang kembali dan membeli produk (repeat order) serta diharapkan berpotensi menjadi konsumen yang loyal terhadap brand. Oleh karena itu, perusahaan harus memiliki strategi agar dapat menghadapi persaingan yang kompetitif di dalam industri. Salah satu strategi komunikasi pemasaran yang dapat digunakan untuk meningkatkan loyalitas pelanggan yaitu Strategi Customer relationship Management (CRM), yakni proses memperoleh, memelihara, dan meningkatkan hubungan dengan pelanggan yang menguntungkan. Penelitian yang dilakukan bertujuan untuk mengetahui bagaimana strategi Customer Relationship Management (CRM) yang dilakukan Sales Assistant dalam meningkatkan loyalitas pelanggan di store Hush Puppies Metropolitan Mall Bekasi. Dalam penelitian ini, paradigma konstruktivisme digunakan untuk melihat fenomena dari strategi CRM yang dilakukan Sales Assistant di Hush puppies Metropolitan Mall Bekasi dalam meningkatkan loyalitas pelanggan. Metode penelitian ini adalah studi kasus dengan pendekatan kualitatif. Subjek penelitian yang dilakukan kepada 5 key informan internal dari Hush Puppies Metropolitan Mall Bekasi dengan melakukan wawancara dan observasi untuk mendapatkan data penelitian. Hasil penelitian menunjukan bahwa strategi Customer Relationship Management (CRM) yang dilakukan di Hush Puppies Metropolitan Mall Bekasi untuk meningkatkan loyalitas pelanggan meliputi tahapan CRM yaitu dimulai dari mendapatkan pelanggan baru, meningkatkan hubungan dengan pelanggan yang telah ada, dan mempertahankan pelanggan. The retail business in Indonesia has strong competition, where the company must have a strategy so that customers who have bought will come back and buy products (repeat orders) and are expected to potentially become consumers who are loyal to the brand. Therefore, companies must have a strategy in order to face competitive competition in the industry. One of the marketing communication strategies that can be used to increase customer loyalty is the Customer Relationship Management (CRM) strategy, which is the process of acquiring, maintaining, and improving relationships with profitable customers. The research conducted aims to find out how the Customer Relationship Management (CRM) strategy carried out by Sales Assistants in increasing customer loyalty at the Hush Puppies Metropolitan Mall Bekasi store. In this study, the constructivism paradigm is used to see the phenomenon of CRM strategies carried out by Sales Assistants at Hush puppies Metropolitan Mall Bekasi in increasing customer loyalty. This research method is a case study with a qualitative approach. The research subjects were 5 internal key informants from Hush Puppies Metropolitan Mall Bekasi by conducting interviews and observations to obtain research data. The results showed that the Customer Relationship Management (CRM) strategy carried out at Hush Puppies Metropolitan Mall Bekasi to increase customer loyalty includes CRM stages, namely starting from getting new customers, improving relationships with existing customers, and retaining customers.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320110051 |
| Uncontrolled Keywords: | Customer Relationship Management. Loyalitas Pelanggan Customer Relationship Management. Customer Loyalty |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ANISA DESI SAFITRI |
| Date Deposited: | 07 Aug 2024 03:35 |
| Last Modified: | 07 Aug 2024 03:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90064 |
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