Najla, Ghina Nur Aini (2024) Peran Divisi Marketing Dalam Mengimplementasikan Customer Relationship Management Di PT. Pratama Galuh Perkasa. D3 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This final assignment aims to determine the role of the marketing division in implementing Customer Relationship Management (CRM) at PT. Pratama Galuh Perkasa. The method used in writing this Final Assignment Report is a descriptive method by processing primary and secondary data. Next, data collection was carried out through documentation, interviews, observation and literature review. The results of this final assignment are that the marketing division plays an important role in implementing Customer Relationship Management through three stages of implementation, namely getting new consumers (Acquired), increasing consumer value (Enhanced), and finally, maintaining existing customers (Retain) by establishing cooperation. Apart from the three stages in implementing Customer Relationship Management, the marketing division of PT. Pratama Galuh Perkasa uses 2 forms of CRM, namely operational CRM and collaborative CRM. Apart from that, it can be improved by using analytical CRM, holding customer gathering events, and the marketing division also needs to add employees so that document processing can be completed more quickly.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tugas akhir ini bertujuan untuk mengetahui peran divisi marketing dalam mengimplementasikan Customer Relationship Management (CRM) di PT. Pratama Galuh Perkasa. Metode yang digunakan dalam penulisan Laporan Tugas Akhir ini adalah metode deskriptif dengan pengolahan data primer dan data sekunder. Selanjutnya pengumpulan data dilakukan melalui dokumentasi, wawancara, observasi dan tinjauan pustaka. Hasil pada tugas akhir ini yaitu divisi marketing berperan penting dalam mengimplementasikan Customer Relationship Management melalui tiga tahapan penerapan yaitu mendapatkan konsumen baru (Acquired), Meningkatkan value dari konsumen (Enchanced), dan terakhir yaitu Mempertahankan pelanggan yang telah ada (Retain) dengan menjalin kerja sama. Selain tiga tahapan dalam mengimplementasikan Customer Relationship Management, divisi marketing PT. Pratama Galuh Perkasa menggunakan 2 bentuk CRM yaitu operational CRM dan collaborative CRM. Selain itu dapat ditingkatkan dengan penggunaan bentuk analytical CRM, mengadakan acara costumer gathering, dan divisi marketing juga perlu menambah karyawan agar pengurusan dokumen dapat diselesaikan lebih cepat. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Mrs Ghina Najla | |||||||||
| Date Deposited: | 29 Jul 2024 13:44 | |||||||||
| Last Modified: | 29 Jul 2024 13:44 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39766 |
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