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All Journal Jurnal Wilayah dan Lingkungan Jurnal Tataloka JABE (Journal of Applied Business and Economic) Ekonomi dan Bisnis JURNAL LENTERA BISNIS RESEARCH AND DEVELOPMENT JOURNAL OF EDUCATION (RDJE) Indonesian Journal of Society Development (IJSD) Jurnal Pengabdian Pancasila (JPP) Jurnal Mahasiswa Manajemen dan Akuntansi Duconomics Sci-meet (Education & Economics Science Meet) Jurnal Pengabdian Kepada Masyarakat Bangun Cipta, Rasa, & Karsa (Jurnal PKM BATASA) Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Journal of Ekonomics, Finance, and Management Studies Journal of Development Economic and Digitalization Jurnal Ekonomi, Manajemen, dan Bisnis
Artino, Adi
UNIVERSITAS INDRAPRASTA PGRI
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : JURNAL LENTERA BISNIS

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STRATEGI PEMASARAN BERBASIS RELATIONSHIP MARKETING UNTUK MENINGKATKAN RETENSI PELANGGAN Risdwiyanto, Andriya; Arief, Zaenal; Artino, Adi; Nuraini, Luthfi; Afridhianika, Annisa Nugraheni
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.2042

Abstract

This study aims to analyze the effectiveness of relationship marketing strategies in increasing customer retention. This research approach collects data through a literature review, which involves reading literature from various sources including books, articles, journals, and reports using qualitative and deductive approaches. The results of this study indicate that a relationship marketing-based marketing strategy emphasizes building long-term relationships between companies and customers as an effort to increase customer retention. The strategies implemented include personalized service, regular and consistent communication, providing loyalty programs, handling complaints quickly and with solutions, providing appreciation to loyal customers, and involving customers in product or service development. These strategies aim to increase customer satisfaction, trust, and emotional attachment to the company. The implementation of an integrated relationship marketing-based marketing strategy has been proven to play a significant role in strengthening customer loyalty and encouraging the sustainability of long-term business relationships.
ANALISIS MANAJEMEN PEMASARAN DIGITAL BERBASIS E- COMMERCE Laksmono, Rendro; Dimyati; Munir, Abdul Razak; Artino, Adi; Arief, Syarifuddin
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2236

Abstract

This study aims to analyze e-commerce-based digital marketing management and identify strategies, implementation, and challenges faced by businesses in improving marketing performance. The research method used is a qualitative approach, with data collection techniques through in-depth interviews, observation, and documentation. Informants in this study were business owners who actively utilize e-commerce platforms as a digital marketing tool. The results show that e-commerce-based digital marketing has a positive impact on increasing market reach and sales. Business owners have utilized various e-commerce features such as promotions, discounts, and social media integration to attract consumers. However, marketing strategy planning remains suboptimal due to a lack of analytical data and in-depth market segmentation. Furthermore, customer relationship management remains rudimentary and has not been integrated with technology systems such as Customer Relationship Management (CRM). This study also found that digital marketing performance tends to fluctuate and depends on promotional programs. Key challenges include high competition, price wars, limited digital literacy, and dependence on e-commerce platforms. Therefore, improving digital competency, innovative marketing strategies, and utilizing data-driven technology are necessary to support digital marketing success.
Co-Authors Abdul Razak Munir Abdul Rosid Adimas Rois Adnan Afni Yeni Afridhianika, Annisa Nugraheni Anco Anco, Anco Andriya Risdwiyanto Andry Nurmansyah Anggraini, Fika Alifiah Annisa Lutfia Apipudin Arief, Syarifuddin Arief, Zaenal Arif Maulana Bambang Juanda Darwin Hartono Deri Apriadi Dimyati Dona Fitria Endy Grade Tampubolon Fidhyallah, Nadya Fadillah Hengki Sikumbang Ilmi, Irfan Indri Arrafi Juliannisa Karina Putri Kurjono - Kusumaningtyas, Daru Putri Kusumaningtyas, Daru Putri La Ode Marihi Laksmono, Rendro Lestari, Mutiara Putri Lutfia, Annisa Maula, Farij Ibadil Merita Ayu Indrianti Merry Fithriani Miftah Faiz Ali Ramdhani Muhammad Hidayat Ni Luh Kardini Nuraini, Luthfi Paulus Laratmase Ramadhani Kirana Putra Retnowati Jasa Ria Kristia Fatmasari Rosdiana Rudi Iskandar Sanjaya, Satrio Saripah Saripah, Saripah Siska Maya Sri Mulatsih Sudarmanto, Eko Sulaiman Efendi Siregar Suryawan, M. Alit Tania Dwika Putri, Tania Dwika Tobari Try Wahyu Utami Utami, Afifah Dwi Zakiah, Rizka