Implementasi Customer Relationship Management dalam Meningkatkan Loyalitas Pelanggan pada UMKM Luqky Sablon Pekalongan
DOI:
https://doi.org/10.60036/jbm.699Keywords:
Customer Relationship Management, Loyalitas Pelanggan, UMKMAbstract
Implementasi Customer Relationship Management (CRM) penting bagi UMKM untuk meningkatkan loyalitas pelanggan, namun keterbatasan sumber daya dan teknologi masih menjadi hambatan. Studi ini bertujuan untuk mengetahui kontribusi implementasi CRM dalam meningkatkan loyalitas pelanggan serta faktor pendukung dan penghambatnya di UMKM Luqky Sablon Pekalongan. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus, mengumpulkan data melalui wawancara terstruktur dengan 8 pelanggan, observasi, dan dokumentasi. Kemudian Teknik analisis data dari Miles dan Huberman, yaitu reduksi data, penyajian data dan penarikan kesimpulan. Validasi data dengan triangulasi teknik. Hasil penelitian menunjukkan bahwa implementasi Customer Relationship Management (CRM) di Luqky Sablon telah berkontribusi dalam meningkatkan loyalitas pelanggan melalui tiga indikator utama, yaitu People, Process dan Technology, namun terdapat hambatan seperti keterbatasan teknologi, kustomisasi produk dan ketergantungan pelanggan pada promo. Penelitian ini membuka peluang untuk pengembangan model CRM digital dan mengkaji faktor eksternal yang mempengaruhi loyalitas pelanggan.
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