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All Journal Media Bahasa, Sastra, dan Budaya Wahana Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Prahesti, Riska Tyas
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PROGRAM ON CUSTOMER LOYALTY Lutpiyani, Lutpiyani; Prahesti, Riska Tyas
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 3 (2025): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i3.864

Abstract

The existence of competition among companies today, which can no longer be avoided, has made Public Relations (PR) one of the vital components in the success of modern companies in this digital era. One of the main roles of PR is to implement Customer Relationship Management (CRM) and maintain and enhance consumer loyalty. A business needs to implement CRM to enhance the overall customer experience throughout the organization. This includes all interactions, whether in-person or online, and covers everything from pre-sales activities to the experience with products and services, as well as post-sales support. As such, existing customers will be able to influence other customers that the company's service is good. PT. Telkom Indonesia implements a CRM to better recognize and understand their customers so that the business can respond to customer needs quickly and accurately. PT. Telkom Indonesia provides a product called IndiHome and continues to innovate to meet the community's need for better internet services. This research aims to determine whether there is an influence of the Customer Relationship Management (CRM) Program on Customer Loyalty. This research uses a positivistic paradigm with a quantitative method, employing non-probability sampling techniques with specific criteria to determine the sample and distributing questionnaires through Google Forms, followed by data processing using SPSS. The sample in this study consisted of 100 respondents using the Taro Yamane formula. The results of this study prove that Customer Relationship Management (CRM) has a very strong influence on customer loyalty at PT. Telkom Indonesia.
Pengaruh Campaign #LanjutTerus Rexona Melalui Media Sosial Instagram Terhadap Brand Awareness Utomo, Hajeng Herika; Prahesti, Riska Tyas
Media Bahasa, Sastra, dan Budaya Wahana Vol 31, No 1 (2025): Volume 31 Nomor 1 Tahun 2025
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v31i1.12751

Abstract

#LanjutTerus is a campaign created by Rexona that aims to support Indonesian people to face their doubts and try their first step. The Instagram social media platform was chosen as the media used to disseminate the #LanjutTerus campaign. Brand awareness is the ability of consumers to remember a product or brand in a certain category. The purpose of this research is to find out how much influence the #LanjutTerus Rexona campaign through Instagram has on brand awareness. This research uses a quantitative approach and is analyzed to produce accurate data. The quantitative method is used to see the effect of the #LanjutTerus Rexona campaign through Instagram social media (X) on brand awareness (Y). The type of research used in this research is explanatory and positivistic, and the method used is conducting a survey. Data collection is done by non-probability sampling with the criteria of following the @rexona_id Instagram account and knowing the #LanjutTerus campaign. The number of samples in this study was 86, calculated using the Taro Yamane formula. The data were collected through a Google form and processed with SPSS 26. The result of this research shows that the #LanjutTerus Rexona campaign through Instagram has a very low effect on brand awareness. This research identifies that the campaign through Instagram social media makes a positive contribution. It can be seen from the high score on the statement, “Through Instagram, the #LanjutTerus campaign can be conveyed well, such as message and visual content”. 
Co-Authors Lutpiyani, Lutpiyani Utomo, Hajeng Herika