relation: https://eprints.untirta.ac.id/47509/
title: STRATEGI CUSTOMER RELATIONSHIP MARKETING DI ERA VUCA DALAM MEMBANGUN DAN MEMPERTAHANKAN LOYALITAS PELANGGAN  (Studi Kasus : CV. Multi Karya Mandiri Masa Pandemi Covid Tahun 2019 - 2021)
creator: PUTRI TYASAFITRI, SAVIRA
subject: Communication (General)
description: The COVID-19 pandemic has changed consumer behavior, driving online shopping habits that continue into the post-pandemic era, including amid the current intensity of VUCA. This shift has forced companies, such as CV. Multi Karya Mandiri, to adapt in order to remain competitive and maintain customer loyalty by implementing Customer Relationship Marketing strategies. This strategy does not only focus on short-term transactions but also on building long-term relationships with customers based on trust, commitment, communication, and conflict resolution. This study aims to analyze the implementation of Customer Relationship Marketing strategies used by CV. Multi Karya Mandiri in the VUCA Era, particularly during the COVID-19 pandemic from 2019 to 2021, in building and maintaining customer loyalty. This research employs a qualitative approach with data collection techniques including observation, interviews, documentation, and literature study. The findings indicate that the company has managed to survive in the VUCA era up to the present through adaptive strategies that emphasize communication, timeliness, and product quality. The strategies implemented by the company, even unconsciously by the owner, have already incorporated the four components of Customer Relationship Marketing: Trust, Commitment, Communication, and Conflict Resolution. The company leverages strong personal relationships with customers, maintains service quality, and ensures clear and effective communication.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://eprints.untirta.ac.id/47509/2/SAVIRA%20PUTRI%20TYASAFITRI%20_%206662200075_%20CP.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/47509/4/SAVIRA%20PUTRI%20TYASAFITRI%20%20_%206662200075_%2002.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/47509/5/SAVIRA%20PUTRI%20TYASAFITRI%20_%206662200075_%2003.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/47509/6/SAVIRA%20PUTRI%20TYASAFITRI%20_%206662200075_%2004.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/47509/7/SAVIRA%20PUTRI%20TYASAFITRI%20%20_%206662200075_%2005.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/47509/8/SAVIRA%20PUTRI%20TYASAFITRI%20_%206662200075_%20REF.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/47509/9/SAVIRA%20PUTRI%20TYASAFITRI%20_%206662200075_%20LAMP.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47509/18/SAVIRA%20PUTRI%20TYASAFITRI%20_%206662200075_%20FULL%20TEXT.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47509/20/SAVIRA%20PUTRI%20TYASAFITRI%20_%206662200075_%2001.pdf
identifier:   PUTRI TYASAFITRI, SAVIRA  (2025) STRATEGI CUSTOMER RELATIONSHIP MARKETING DI ERA VUCA DALAM MEMBANGUN DAN MEMPERTAHANKAN LOYALITAS PELANGGAN (Studi Kasus : CV. Multi Karya Mandiri Masa Pandemi Covid Tahun 2019 - 2021).  S1 thesis, UNIVERSITS SULTAN AGENG TIRTAYASA.