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)

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.

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Abstract

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.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Wahyu Widyastuti, Nurprapti	197002092009122001
Thesis advisor	Issa Fathony, Ivan	198701212022031003

Additional Information:

Pandemi COVID-19 telah mengubah perilaku konsumen, mendorong kebiasaan berbelanja online yang berlanjut hingga era pasca-pandemi, termasuk di tengah intensitas VUCA saat ini. Perubahan ini memaksa perusahaan, seperti CV. Multi Karya Mandiri, beradaptasi untuk tetap bersaing dan mempertahankan loyalitas pelanggan dengan menerapkan strategi Customer Relationship Marketing. Strategi ini tidak hanya berfokus pada jual beli janga pendek tetapi juga membangun hubungan jangka panjang dengan pelanggan yang berbasis kepercayaan, komitmen, komunikasi, dan penenganan konflik. Penelitian ini bertujuan untuk menganalisis implementasi Strategi Customer Relationship Marketing yang digunakan oleh perusahaan CV. Multi Karya Mandiri di Era VUCA khususnya saat Pandemi Covid tahu 2019 hingga 2021 dalam membangun dan mempertahankan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data dengan observasi, wawancara, dokumentasi, serta studi literatur. Hasil penelitian menunjukan bahwa perusahaan dapat bertahan di era VUCA hingga saat ini melalui strategi adaptif yang menekankan pada komunikasi, ketetapan waktu, dan kualitas produk. Strategi yang perusahaan jalani tanpa disadari pemilik sudah menerapkan strategi cutomer relationship marketing dengan 4 komponen di dalamnya yaitu Kepercayaan, Komitmen, Komunikasi, dan Penanganan Konflik. Perusahaan memanfaatkan hubungan personal yang baik dengan pelanggan, menjaga kualitas layanan, serta memastikan komunikasi yang jelas dan efektif.

Uncontrolled Keywords:

Marketing Communication, Relationship Marketing, VUCA, Customer Loyalty. Komunikasi Pemasaran, Relationship Marketing, VUCA, Loyalitas Pelanggan.

Subjects:

Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Nn Savira Putri Tyasafitri

Date Deposited:

04 Mar 2025 06:04

Last Modified:

04 Mar 2025 06:04

URI:

http://eprints.untirta.ac.id/id/eprint/47509

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