Loyalitas Pelanggan Melalui Strategi Customer Relationship Management di Sebelas Coffee Yogyakarta
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Institusion
Universitas Ahmad Dahlan
Author
Pangestu, Aji
Subject
HD28 Management. Industrial Management
Datestamp
2025-02-03 02:17:43
Abstract :
Customer Relationship Management (CRM) is the key to building more personal and sustainable relationships with customers. CRM is an approach that focuses on managing interactions between companies and customers with the aim of increasing customer satisfaction and loyalty. One of the coffee shops which is usually used as a place for activities such as doing assignments, gathering and relaxing and which has been able to survive until now and have achieved greater success, is Warung Kopi Sebelas or Sebelas Coffee Shop in Yogyakarta. This coffee shop is a culinary business that operates through modern coffee shops with a commitment to prioritizing and maintaining the quality of the taste of the coffee produced. This research is a type of research that uses descriptive qualitative methods. Data collection techniques include interviews, observation and documentation. Researchers used data validation techniques, namely data triangulation techniques. The research location is at Eleven Coffee Shop, Special Region of Yogyakarta. The results of this research show that implementing an effective CRM strategy is very influential in building and maintaining customer loyalty. Through the acquisition stage, Sebelas Coffee Shop creates a positive experience with hospitality and friendly service. At the scale-up stage, points-based loyalty programs and active interactions on social media strengthen customer engagement and increase their satisfaction. The maintenance stage is carried out by analyzing sales data to develop relevant and personalized marketing strategies. Overall, Elbelas Coffee Shop's comprehensive CRM approach has succeeded in creating strong relationships with customers, increasing their loyalty to the business.
Customer Relationship Management (CRM) is the key to building more personal and sustainable relationships with customers. CRM is an approach that focuses on managing interactions between companies and customers with the aim of increasing customer satisfaction and loyalty. One of the coffee shops which is usually used as a place for activities such as doing assignments, gathering and relaxing and which has been able to survive until now and have achieved greater success, is Warung Kopi Sebelas or Sebelas Coffee Shop in Yogyakarta. This coffee shop is a culinary business that operates through modern coffee shops with a commitment to prioritizing and maintaining the quality of the taste of the coffee produced. This research is a type of research that uses descriptive qualitative methods. Data collection techniques include interviews, observation and documentation. Researchers used data validation techniques, namely data triangulation techniques. The research location is at Eleven Coffee Shop, Special Region of Yogyakarta. The results of this research show that implementing an effective CRM strategy is very influential in building and maintaining customer loyalty. Through the acquisition stage, Sebelas Coffee Shop creates a positive experience with hospitality and friendly service. At the scale-up stage, points-based loyalty programs and active interactions on social media strengthen customer engagement and increase their satisfaction. The maintenance stage is carried out by analyzing sales data to develop relevant and personalized marketing strategies. Overall, Elbelas Coffee Shop's comprehensive CRM approach has succeeded in creating strong relationships with customers, increasing their loyalty to the business.
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