CUSTOMER RELATIONSHIP MANAGEMENT BERBASIS KOMUNITAS: STUDI KUALITATIF UMKM PEDESAAN DI INDONESIA
DOI:
https://doi.org/10.35446/bisniskompetif.v4i3.2486Keywords:
Manajemen Hubungan Pelanggan berbasis Komunitas; UMKM Pedesaan; Studi Kualitatif; Loyalitas Pelanggan; Indonesia; SDG 8Abstract
Abstrak: Penelitian mengenai Customer Relationship Management (CRM) selama ini umumnya fokus pada perusahaan besar dengan dukungan teknologi canggih, sementara UMKM di wilayah pedesaan masih jarang dikaji. Studi ini bertujuan untuk mengeksplorasi bagaimana UMKM pedesaan membangun loyalitas pelanggan melalui praktik CRM yang diterapkan pada komunitas lokal dan didukung oleh teknologi sederhana. Dengan menggunakan desain multi-kasus kualitatif pada lima UMKM di Jawa Tengah, Indonesia, data dikumpulkan melalui wawancara semi-terstruktur dan dianalisis menggunakan perangkat lunak NVivo 12 Pro. Temuan menunjukkan bahwa UMKM menumbuhkan loyalitas pelanggan melalui titik sentuh mikro seperti respon cepat melalui WhatsApp, penawaran personal, dan strategi harga berbasis sosial yang membentuk daya tarik, retensi, dan kepercayaan pelanggan. CRM di wilayah pedesaan muncul sebagai praktik relasional yang tertanam dalam jaringan komunitas. Studi ini memperkenalkan konsep CRM yang tertanam dalam komunitas dan menawarkan prinsip desain untuk meningkatkan daya saing melalui alat dasar digital serta kepercayaan komunitas, berkontribusi pada SDG 8 (Pekerjaan yang Layak dan Pertumbuhan Ekonomi).
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