Electronic Theses and Dissertation

Strategi customer relationship management adalah sebuah rancangan jangka panjang yang dirancang atau disusun untuk membangun identitas, citra dan hubungan emosional antara merek dan pelanggan. penelitian ini bertujuan untuk mengetahui bagaimana strategi customer relationship management (crm) aplikasi membertoko dalam membangun brand relation. penelitian ini menggunakan metode kualitatif dengan data penelitian berupa wawancara semi-terstruktur dan dokumentasi. penelitian ini menggunakan teori branding relasional. terdapat 3 tahapan dalam crm yaitu, acquire, enhance dan retain. berdasarkan hasil penelitian ditemukan bahwa aplikasi membertoko menggunakan konsep crm untuk mempermudahh kebutuhan masyarakat dan pemilik usaha dalam upaya membangun brand relation. pada tahap acquire, membertoko mendapatkan pelanggan melalui promosi pada media sosial dan brosur, pada tahap enhance membertoko mengadakan workshop dalam rangka mempertahankan pelanggan yang sudah ada, dan pada tahap retain menjalin kerjasama dengan pelanggan, promosi token dan menjaga loyalitas pelanggan. kata kunci: strategi customer relationship management (crm), brand relation membertoko

Customer Relationship Management (CRM) strategy is a long-term plan designed to build brand identity, image, and emotional connections between a brand and its customers. This study aims to examine how the CRM strategy implemented through the MemberToko application contributes to establishing brand relationships. The research employs a qualitative method, utilizing semi-structured interviews and documentation as data sources. The study adopts the relational branding theory as its analytical framework. CRM consists of three main stages: acquire, enhance, and retain. The findings indicate that the MemberToko application leverages the CRM concept to address the needs of both the public and business owners in fostering brand relationships. In the acquire stage, MemberToko attracts customers through social media promotions and brochures. During the enhance stage, the application organizes workshops to maintain existing customer engagement. Finally, in the retain stage, MemberToko builds partnerships with customers, promotes token-based incentives, and strives to maintain customer loyalty. Keywords: Customer Relationship Management (CRM) Strategy, Brand Relation, MemberToko