ANALISIS PENERAPAN MANAJEMEN HUBUNGAN PELANGGAN PADA UMKM BOS ALPUKAT DI KOTA BATAM

Golan Hasan; Muhammad Ikhwanul Amri; Natasya Cahyani; Monica Nanda; Vanesha Brecillia

doi:10.53363/buss.v5i2.389

Authors

Golan Hasan Universitas Internasional Batam
Muhammad Ikhwanul Amri Universitas Internasional Batam
Natasya Cahyani Universitas Internasional Batam
Monica Nanda Universitas Internasional Batam
Vanesha Brecillia Universitas Internasional Batam

DOI:

https://doi.org/10.53363/buss.v5i2.389

Keywords:

Customer Relationship Management, UMKM, Bos Alpukat, CRM, Customer Loyalty, Digital Strategy, Manajemen Hubungan Pelanggan, UMKM, Bos Alpukat, CRM, Loyalitas Pelanggan, Strategi Digital

Abstract

This study aims to analyze the application of customer relationship management (CRM) in Bos Alpukat MSMEs located in Batam City. This MSME is engaged in the avocado-based contemporary beverage sector and relies on digital strategies and direct interaction in reaching and retaining customers. Using a descriptive qualitative approach, data was obtained through semi-structured interviews with business owners and field observations of operational activities and digital communication strategies. The results show that Bos Alpukat has implemented several important dimensions of CRM, such as focus on key customers, use of social media-based technology, and responsive service. However, the implementation of customer data recording systems and knowledge management has not been optimized. By strengthening customer data utilization and strategic relationship management, Bos Alpukat has the potential to increase long-term customer loyalty and value. This research is expected to contribute to the development of adaptive CRM strategies in a resource-constrained but digitally dynamic MSME environment.

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