Electronic Theses and Dissertation

Manajemen konsumen memiliki peran krusial dalam menjaga profitabilitas bisnis, terutama bagi Usaha Mikro Kecil Menengah (UMKM). Namun, UMKM seringkali menghadapi tantangan dalam manajemen pemasaran, termasuk proses akuisisi konsumen, pengelolaan SDM pemasaran, dan retensi konsumen. Penelitian ini dilakukan pada PT Kopi Ulee Kareng Inti Rasa, perusahaan kopi kemasan yang berdiri sejak 1960. Perusahaan mengalami kendala dalam interaksi antar karyawan, manajemen konsumen yang masih manual, dan absennya saluran pemasaran berbasis website. Tujuan penelitian adalah mengidentifikasi kebutuhan perancangan website dan sistem Enterprise Resources Planning (ERP), serta merancang website dan sistem ERP dengan modul Customer Relationship Management (CRM) dan Marketing Resources Management (MRM). Metode yang digunakan adalah Rapid Application Development (RAD), meliputi perencanaan kebutuhan, workshop desain dengan menggunakan Unified Modelling Language (UML) yaitu use case dan activity diagram, serta tahap implementasi dan pengujian heuristic evaluation. Hasil penelitian menunjukkan bahwa prototipe sistem ERP dengan modul CRM dan MRM berhasil dirancang menggunakan CMS Wordpress sesuai dengan kebutuhan perusahaan. Berdasarkan hasil heuristic evaluation, prototipe memperoleh tingkat usability yang baik dengan total rata-rata 0.6, hanya permasalahan cosmetic atau tampilan saja. Sistem yang dirancang mencakup website company profile dan e-commerce, serta modul CRM dengan berbagai fitur pengelolaan konsumen dan sales, dan modul MRM dengan fitur pengelolaan SDM divisi pemasaran. Penerapan ini berpotensi meningkatkan efektivitas manajemen konsumen dan SDM pemasaran, serta memperluas jangkauan konsumen melalui saluran website. Selain itu, diharapkan juga dapat menjadi panduan bagi UMKM lain dalam menerapkan sistem ERP yang terintegrasi dengan CMS Wordpress.

Kata Kunci : UMKM, manajemen konsumen, enterprise resources planning (ERP), customer relationship management (CRM), marketing resources management (MRM), rapid aplication development (RAD), heuristic evaluation, content management system (CMS) wordpress.

Consumer management plays a crucial role in maintaining business profitability, especially for Micro, Small, and Medium Enterprises (MSMEs). However, MSMEs often face challenges in marketing management, including consumer acquisition processes, marketing human resource management, and consumer retention. This research was conducted at PT Kopi Ulee Kareng Inti Rasa, a packaged coffee company established since 1960. The company encountered issues in employee interaction, manual consumer management, and the absence of website-based marketing channels. The research aims to identify the requirements for website and Enterprise Resources Planning (ERP) system design, and to design a website and ERP system with Customer Relationship Management (CRM) and Marketing Resources Management (MRM) modules. The method used is Rapid Application Development (RAD), involving requirement planning, design workshops using Unified Modeling Language (UML) such as use case and activity diagrams, as well as implementation and heuristic evaluation testing phases. The research results show that the ERP system prototype with CRM and MRM modules was successfully designed using CMS Wordpress according to the company's needs. Based on heuristic evaluation results, the prototype achieved a very good usability level of mean 0.6, with only cosmetic issues. The designed system includes a company profile website and e-commerce, CRM module with various consumer and sales management features, and MRM module with marketing division human resource management features. It is expected that this design will enhance consumer and marketing human resource management effectiveness and expand consumer reach through website channels. Additionally, it is expected to serve as a guide for other MSMEs in implementing ERP systems integrated with CMS Wordpress. Keywords : SMEs, consumer management, enterprise resources planning (ERP), customer relationship management (CRM), marketing resources management (MRM), rapid aplication development (RAD), heuristic evaluation, content management system (CMS) wordpress.