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Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana implementasi Customer Relationship Management (CRM) berbasis data dapat meningkatkan efektivitas kampanye periklanan dan retensi pelanggan dengan fokus pada studi kasus Reliance Trends dan UMKM. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus dengan mengumpulkan data dari sumber sekunder seperti laporan, artikel ilmiah, dan studi kasus CRM yang diterapkan di perusahaan ritel besar dan pelaku usaha kecil. Analisis data dilakukan dengan teknik analisis tematik untuk mengidentifikasi pola-pola utama dalam penerapan CRM di kedua jenis perusahaan. Hasil penelitian menunjukkan bahwa penerapan CRM berbasis data di Reliance Trends meningkatkan segmentasi mikro, personalisasi pesan, serta otomatisasi kampanye yang berdampak pada pengurangan biaya iklan dan peningkatan loyalitas pelanggan. Di sisi lain, UMKM menggunakan sistem CRM lebih sederhana, mereka tetap dapat memanfaatkan teknologi untuk meningkatkan keterlibatan pelanggan dan retensi melalui komunikasi personal. Hal ini memperkuat bahwa meskipun dengan sumber daya terbatas, CRM tetap dapat meningkatkan efisiensi kampanye dan hubungan jangka panjang dengan pelanggan. Kesimpulan penelitian ini menunjukkan bahwa CRM berbasis data dapat dioptimalkan untuk memperkuat strategi pemasaran baik di perusahaan besar maupun kecil. Penelitian lebih lanjut disarankan untuk mengeksplorasi tantangan implementasi CRM pada sektor UMKM serta pemanfaatan teknologi canggih seperti AI dalam personalisasi dan otomatisasi.

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Erlangga, F., & Lubis, M. (2025). Analisis Data dan Implementasi Customer Relationship Management (CRM) dalam Meningkatkan Efektivitas Periklanan dan Kampanye. Paradoks : Jurnal Ilmu Ekonomi, 8(3), 1395–1401. https://doi.org/10.57178/paradoks.v8i3.1507
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