Pendampingan UMKM dalam Mengembangkan Strategi Customer Relationship Management (CRM)

Muhammad Asir; Rihfenti Ernayani; Ansri Jayanti; Desi Kristanti

doi:10.58266/jpmb.v4i2.702

Authors

Muhammad Asir Universitas Islam Makassar, Indonesia
Rihfenti Ernayani Universitas Balikpapan, Indonesia
Ansri Jayanti Sekolah Tinggi Ilmu Eonomi Makassar Maju, Indonesia
Desi Kristanti Universitas Kadiri, Indonesia

DOI:

https://doi.org/10.58266/jpmb.v4i2.702

Keywords:

UMKM, customer relationship management, pendampingan digital

Abstract

Perkembangan era digital menuntut pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memiliki strategi pengelolaan pelanggan yang efektif dan berkelanjutan. Banyak pelaku UMKM masih berfokus pada penjualan jangka pendek tanpa mempertimbangkan pentingnya menjaga loyalitas pelanggan. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan untuk mendampingi pelaku UMKM dalam memahami, merancang, dan mengimplementasikan strategi Customer Relationship Management (CRM) berbasis digital. Metode pelaksanaan mencakup pelatihan interaktif, konsultasi personal, dan pendampingan penerapan CRM menggunakan platform sederhana seperti Google Workspace, WhatsApp Business, dan aplikasi CRM gratis. Hasil kegiatan menunjukkan peningkatan signifikan dalam kemampuan peserta mengelola data pelanggan, melakukan komunikasi terarah, dan membangun hubungan jangka panjang dengan konsumen. Pendampingan ini juga membantu UMKM menciptakan sistem pemasaran yang lebih terukur dan berbasis data. Program ini diharapkan dapat menjadi model edukasi berkelanjutan untuk memperkuat daya saing UMKM di era transformasi digital.

References

Arifin, M. S., Faradiba, B., Violin, V., Herawati, H., & Asir, M. (2025). Experiential Marketing Analysis on Customer Satisfaction. International Journal Of Education, Social Studies, And Management (IJESSM), 5(2), 851-858.

Arshi, T. A., Pleshko, L. P., Begum, V., & Butt, A. S. (2023). Can entrepreneurial marketing compensate for late market entry? A moderated mediation analysis. Heliyon, 9(5).

Asir, M. (2011). Pengaruh saluran distribusi, kualitas produk dan kebijakan harga terhadap kepuasaan pelanggan (Studi kasus PT. Centa Brasindo Abadi). Semarang: Universitas Semarang.

Asir, M. (2021). Rantai pasok kakao: Karakteristik & peran stakeholder. Penerbit NEM.

Asir, M., Darma, R., & Arsyad, M. (2019). Study on stakeholders position and role in supply chain of cocoa commodities. International Journal of Supply Chain Management, 8(1), 1-9.

Asir, M., Ismail, A., Syobah, S. N., Bungkes, P., & Norvadewi, N. (2022). Analisis Peran Komunikasi Internal Dan Perilaku Kepemimpinan Terhadap Efektivitas Kerja. Management Studies and Entrepreneurship Journal (MSEJ), 3(5), 2771-2779.

Asir, M., Mulyono, S., Husna, A. I. N., Adhitama, S., Ariyanto, A., Hardiningrum, I. S., ... & Miati, I. (2022). Komunikasi Bisnis. Penerbit Widina.

Asir, M., Raraga, F., Rasyid, A., & Malindar, B. (2022). Analisis Peran Pelatihan Kerja, Lingkungan Kerja dan Kompensasi Terhadap Kinerja Karyawan di Perusahaan Migas Nasional. Jurnal Kewarganegaraan, 6(4), 7144-7153.

Deku WA, Wang J, Preko AK (2024), "Digital marketing and small and medium-sized enterprises’ business performance in emerging markets". Asia Pacific Journal of Innovation and Entrepreneurship, Vol. 18 No. 3 pp. 251–269, doi: https://doi.org/10.1108/APJIE-07-2022-0069

Jalal, A. N., Bahari, M., & Tarofder, A. K. (2021). Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry. Heliyon, 7(5).

Kim, L., Jindabot, T., & Yeo, S. F. (2024). Understanding customer loyalty in banking industry: A systematic review and meta analysis. Heliyon, 10(17).

Kristanto D, Kurniawati DA (2025;), "Financial performance of Indonesian frozen food MSMEs: halal supply chain resilience, certification and competitive advantage". Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-07-2024-0278

Mulyadi, T., Wahab, A., Lubis, R., Asir, M., Hanafiah, H., Pariwisata Batam, P., ... & Hamzah, U. A. (2023). Pemberdayaan UMKM lokal melalui pelatihan digital marketing dan e-commerce. Community Development Journal: Jurnal Pengabdian Masyarakat, 4(6), 11624-11628.

Nilashi, M., Abumalloh, R. A., Ahmadi, H., Samad, S., Alrizq, M., Abosaq, H., & Alghamdi, A. (2023). The nexus between quality of customer relationship management systems and customers' satisfaction: Evidence from online customers’ reviews. Heliyon, 9(11).

Nuryanto, U. W., Quraysin, I., & Pratiwi, I. (2024). Magnitude of digital adaptability role: Stakeholder engagement and costless signaling in enhancing sustainable MSME performance. Heliyon, 10(13).

Omar, N. A., Md. Aris, H., Nazri, M. A., Jannat, T., & Shah Alam, S. (2022). Does the relationship marketing orientation of an entrepreneur support agency improve performance? Evidence from small-and medium-size enterprises in Malaysia. Plos one, 17(6), e0269319.

Pagala, I., Asir, M., Mere, K., Lestari, U. P., & Siddiqa, H. (2024). Consumer Behavior in the Age of AI: The Role of Personalized Marketing and Data Analytics in Shaping Purchase Decisions. Dinasti International Journal of Education Management & Social Science, 5(6).

Pynadath, M. F., Rofin, T. M., & Thomas, S. (2023). Evolution of customer relationship management to data mining-based customer relationship management: a scientometric analysis. Quality & quantity, 57(4), 3241-3272.

Richards, M., Inkeroinen, S., Katajisto, J., Muje, S., Virtanen, H., & Leino-Kilpi, H. (2023). Empowering Healthcare Through User Feedback: A Multidimensional Analysis of the Knowledge. Patient preference and adherence, 3155-3165.

Salah, O. H., Yusof, Z. M., & Mohamed, H. (2021). The determinant factors for the adoption of CRM in the Palestinian SMEs: The moderating effect of firm size. PloS one, 16(3), e0243355.

Salamah, A. A., Hassan, S., Aljaafreh, A., Zabadi, W. A., AlQudah, M. A., Hayat, N., ... & Kanesan, T. (2022). Customer retention through service quality and satisfaction: using hybrid SEM-neural network analysis approach. Heliyon, 8(9).

Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16).

White, S. J., Nguyen, A. D., Roger, P., Tse, T., Cartmill, J. A., Hatem, S., & Willcock, S. M. (2024). Tailoring communication practices to support effective delivery of telehealth in general practice. BMC Primary Care, 25(1), 232.

Yoo, J. W., Park, J., & Park, H. (2024). The impact of AI-enabled CRM systems on organizational competitive advantage: A mixed-method approach using BERTopic and PLS-SEM. Heliyon, 10(16).

Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13).