PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN DALAM USAHA UMKM NASI GORENG SELERA KITA
DOI:
https://doi.org/10.31004/joecy.v6i2.14488Keywords:
Customer relationship Management; Kepuasan Pelanggan; Loyalitas Pelanggan; Teknologi Digital; UMKM, Customer relationship Management; Customer Loyalty; Customer Satisfaction; Digital Technology; UMKMAbstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis penerapan Customer relationship Management (CRM) dalam meningkatkan kepuasan dan loyalitas pelanggan pada UMKM Nasi Goreng Selera Kita. Latar belakang penelitian ini didasarkan pada semakin ketatnya persaingan bisnis di era digital yang menuntut pelaku UMKM untuk mampu membangun hubungan pelanggan secara efektif. Metode yang digunakan adalah pendekatan deskriptif kualitatif dengan fokus pada aspek people, process, dan technology. Hasil penelitian menunjukkan bahwa penerapan CRM yang dilakukan masih bersifat sederhana, seperti komunikasi langsung, penggunaan media sosial, serta pemberian layanan personal kepada pelanggan. Meskipun demikian, praktik tersebut terbukti mampu meningkatkan kepuasan dan loyalitas pelanggan. Namun, masih terdapat kendala dalam pengelolaan data pelanggan dan pemanfaatan teknologi secara optimal. Oleh karena itu, diperlukan pengembangan strategi CRM yang lebih terstruktur agar mampu meningkatkan daya saing dan keberlanjutan usaha.
ABSTRACT
This study aims to analyze the implementation of Customer relationship Management (CRM) in improving customer satisfaction and loyalty in the UMKM Nasi Goreng Selera Kita. The background of this study is based on increasingly intense business competition in the digital era, which requires small businesses to effectively manage customer relationships. The research method uses a descriptive qualitative approach focusing on people, process, and technology aspects. The results show that CRM implementation is still relatively simple, such as direct communication, use of social media, and personalized services. However, these practices have proven effective in enhancing customer satisfaction and loyalty. Despite this, challenges remain in managing customer data and optimizing the use of technology. Therefore, more structured CRM strategies are needed to improve competitiveness and business sustainability.
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