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All Journal Jurnal Ilmu Manajemen Terapan (JIMT)
Salsa Billa
Universitas Islam Indonesia, Yogyakarta, Indonesia
Decision Sciences, Operations Research & Management

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Customer Relationship Management to Build Trust and Customer Satisfaction in the Social Media Platform-Based Aquaculture Technology Industry Salsa Billa; Endy Gunanto Marsasi
Jurnal Ilmu Manajemen Terapan Vol. 8 No. 1 (2026): Jurnal Ilmu Manajemen Terapan (September - Oktober 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v8i1.9609

Abstract

This study aims to analyze the implementation of social media-based Customer Relationship Management (CRM) in building trust and customer satisfaction in the aquaculture technology industry through the SOBAT Program. The study employs a qualitative approach with a descriptive-phenomenological design using in-depth interviews, observations, and documentation. The analysis is based on Relationship Marketing Theory and Commitment-Trust Theory, which explain that long-term relationships are built through trust as the primary foundation of customer satisfaction. The results indicate that transparent communication, digital education, technical support, and responsive interactions via Facebook can enhance trust, which in turn strengthens customer satisfaction with the company’s products and services. The contribution of this research lies in the development of a Social Customer Relationship Management (SCRM) implementation model based on digital education through the SOBAT Program, which enriches the CRM literature in the aquaculture technology industry and provides practical implications for companies in strengthening customer relationships and creating a sustainable competitive advantage through the integration of digital communication, information transparency, continuous support, and adaptive and sustainable relational strategies.  
Co-Authors Endy Gunanto Marsasi