ANALISIS PENERAPAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PADA UMKM KENJI KOPITIAM DALAM MENINGKATKAN LOYALITAS PELANGGAN

Abstrak

Penelitian ini bertujuan untuk menganalisis penerapan Customer Relationship Management (CRM) pada UMKM Kenji Kopitiam dalam meningkatkan loyalitas pelanggan. Penelitian menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data berupa observasi dan studi literatur. Analisis dilakukan berdasarkan empat tahapan CRM, yaitu customer identification, customer acquisition, customer retention, dan customer development. Hasil penelitian menunjukkan bahwa Kenji Kopitiam telah menerapkan CRM melalui interaksi langsung dengan pelanggan, pemanfaatan media sosial untuk promosi, pemberian pelayanan yang ramah, serta penerimaan kritik dan saran sebagai bahan evaluasi. Praktik tersebut membantu usaha dalam membangun hubungan yang baik dengan pelanggan dan meningkatkan kepuasan pelanggan. Meskipun demikian, penerapan CRM masih dilakukan secara sederhana dan belum didukung oleh sistem pengelolaan data pelanggan yang terstruktur. Oleh karena itu, diperlukan pengembangan CRM yang lebih terorganisir agar hubungan pelanggan dapat dikelola secara lebih efektif dan mendukung keberlangsungan usaha dalam jangka panjang.

This study aims to analyze the implementation of Customer Relationship Management (CRM) at the Kenji Kopitiam SME in enhancing customer loyalty. The study employs a qualitative descriptive method with data collection techniques including observation and literature review. The analysis is based on the four stages of CRM: customer identification, customer acquisition, customer retention, and customer development. The results indicate that Kenji Kopitiam has implemented CRM through direct interaction with customers, the use of social media for promotions, providing friendly service, and accepting feedback and suggestions as evaluation material. These practices help the business build good relationships with customers and increase customer satisfaction. However, the implementation of CRM is still carried out in a simple manner and is not yet supported by a structured customer data management system. Therefore, a more organized CRM development is needed so that customer relationships can be managed more effectively and support the business’s long-term sustainability.