Analisis Strategi Customer Relationship Management untuk Meningkatkan Loyalitas Pelanggan dalam Pembelian Suku Cadang Pada PT Trakindo Utama Cabang BSD
DOI:
https://doi.org/10.61132/nuansa.v1i3.269Keywords:
Strategy, Marketing, Customer Relationship Management, Customer LoyaltyAbstract
Intense competition within the industrial sector drives companies to be more proactive in creating and continually designing strategies to maintain their position in the market. Companies that have customer relationship strategies can enhance customer loyalty, which in turn optimizes the long-term profitability of the company. Through this strategy, relationships with customers can be strengthened, and existing customers can be retained. The strategy is also implemented by one of the heavy equipment companies in Indonesia, namely PT Trakindo Utama Branch BSD, to effectively address customer complaints so that customers feel comfortable again despite their previous dissatisfaction with the services provided. This research aims to determine whether the implementation of customer relationship management strategies carried out by PT Trakindo Utama's BSD Branch can effectively enhance customer relationships, retain customers, and increase loyalty. The methodology used in this research is a qualitative approach, involving data collection techniques such as observation and interviews with employees of PT Trakindo Utama Branch BSD in the Sales division and the Parts Counter sub-division who have direct and intensive communication with customers, as well documentation. Therefore, the data obtained are accurate and based on sources within the company relevant to the research. Through observations and interviews, it can be seen that the customer relationship management strategies implemented by the company have been effective in improving and maintaining customer relationships and increasing customer loyalty by offering loyalty programs, such as excellent and solution-oriented services, providing incentives, annual contracts, membership rewards, and conducting evaluations based on customer assessments.
Downloads
References
Albari, & Kartikasari, A. (2019). The Influence of Product Quality, Service Quality and Price on Customer Satisfaction and Loyalty. Asian Journal of Entrepreneurship and Family Business, 3(1), 49-64.
Alfajri, M. R., & Wardhana, A. (2020). Pengaruh Customer Relationship Management (CRM) Terhadap Loyalitas Pelanggan Tiket.com (Survey Pada Pengguna Tiket.com Di Kota Bandung). e-Proceeding of Management, 21(2), 6325-6332.
Darmalaksana, W. (2020). Metode Penelitian Kualitatif Studi Pustaka dan Studi Lapangan. Pre-Print Digital Library UIN Sunan Gunung Djati Bandung, 1-6.
Dr. Marissa Grace Haque-Fawzi, S. M., Dr. Ahmad Syarief Iskandar, S. M., Dr. Heri Erlangga, S. M., DR. Ir. H. Nurjaya., S., & Denok Sunarsi, S. M. (2022). Strategi Pemasaran Konsep, Teori, dan Implementasi. Tangerang Selatan: Pascal Books.
Fadli, M. R. (2021). Memahami Desain Metode Penelitian Kualitatif. HUMANIKA, 21(1), 33-54. doi:10.21831/hum.v21i1.38075
Fadly, M., & Wantoro, A. (2019). Model Sistem Informasi Manajemen Hubungan Pelanggan Dengan Kombinasi Pengelolaan Digital Asset Untuk Meningkatkan Jumlah Pelanggan. Journal Darmajaya, 46-55.
Harahap, S. F., & Tirtayasa, S. (2020). Pengaruh Motivasi, Disiplin, Dan Kepuasan Kerja Terhadap Kinerja Karyawan Di PT. Angkasa Pura II (Persero) Kantor Cabang Kualanamu. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(1), 120-135. doi:10.30596/maneggio.v3i1.4866
Hasri, N. (2018). Strategi Indosat Mempertahankan Pelanggan Melalui Program Customer Relationship Management (Studi Kasus Customer Relations di Sales Area Tasikmalaya). Diploma thesis, UIN Sunan Gunung Djati Bandung, 1928.
Hidayat, A., Adanti, A. P., Darmawan, A., & Setyaning, A. N. (2019). Factors Influencing Indonesian Customer Satisfaction and Customer Loyalty in Local Fast-Food Restaurant. International Journal of Marketing Studies, 11(3), 131-139. doi:10.5539/ijms.v11n3p131
Mashuri. (2020). Analisis Dimensi Loyalitas Pelanggan Berdasarkan Perspektif Islam. Iqtishaduna: Jurnal Ilmiah Ekonomi Kita, 9(1), 54-64. doi:10.46367/iqtishaduna.v9i1.212
Muliah, R. (2021, September 7). 3 Strategi CRM Yang Perlu Kamu Tahu. Retrieved from Girlsunite: https://www.girlsunite.id/3-strategi-crm-yang-perlu-kamu-tahu/
Prestasyawati, R. M., Ferichani, M., & Setyowati, N. (2022). Pengaruh Customer Relationship Management Terhadap Loyalitas Konsumen di Cold n’ Brew. e-Journal Ekonomi Bisnis dan Akuntansi, 8(2), 125-131. doi:10.19184/ejeba.v8i2.20757
Putri, B. R. (2017). Manajemen Pemasaran. Denpasar: Fakultas Peternakan Universitas Udayana.
Rahman, M. A., Kurniaty, & Wicaksono, T. (2019). Analisis Strategi Pemasaran Relasional Untuk Meningkatkan Penjualan Produk Kosmetik Merk Aulia Pada PT Sinar Alam Timur Banjarmasin. Ekonomi. Retrieved from http://eprints.uniska-bjm.ac.id/1236/%0Ahttp://eprints.uniska-bjm.ac.id/1236/1/ARTIKEL Muhammad Aditia Rahman.pdf
Suhono, T., & Fatta, H. A. (2021). Penyusunan Data Primer Sebagai Interoperabilitas Sistem Informasi Pada Pemerintah Daerah Menggunakan Diagram RACI (Studi Kasus: Pemerintah Kabupaten Purworejo. JNANALOKA, 35-44. doi:10.36802/jnanaloka.2021.v2-no1-35-44
Zaluchu, S. E. (2020). Strategi Penelitian Kualitatif dan Kuantitatif Di Dalam Penelitian Agama. Evangelikal: Jurnal Teologi Injili dan Pembinaan Warga Jemaat, 4(1), 28-38. doi:10.46445/ejti.v4i1.167
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.