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All Journal Jurnal Manajemen Strategi dan Aplikasi Bisnis Bussman Journal : Indonesian Journal of Business and Management
Gautama, Jocky
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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CUSTOMER RELATIONSHIP MANEGEMENT SEBAGAI STRATEGI RELASIONAL UMKM: STUDI KASUS PADA CAFE ABANG Hasan, Golan; Kavitan, Vebbie; Waty, Indah; Steven, Steven; Gautama, Jocky; Jesslieca, Jesslieca
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.371

Abstract

This study aims to describe the implementation of customer relationship management in the culinary-based SME Cafe Abang and evaluate its influence on service quality, customer satisfaction, and customer loyalty. The research applies a qualitative descriptive approach through field observation and in-depth interviews with the business owner. The findings indicate that Cafe Abang intuitively applies CRM through personalized service, a comfortable atmosphere, and consistent communication. Customers respond to this approach with emotional satisfaction and demonstrate loyalty through repeat visits and word-of-mouth recommendations. Service quality emerges as a key element in fostering sustainable relationships, even without formal digital systems. Experience-based CRM practices are proven effective in generating customer loyalty in the context of Small and Medium Enterprises (SMEs). This study confirms that relational strategies focusing on emotional closeness and service consistency can shape loyalty without relying on advanced technology.
Exploring How Anthropomorphic Voices Shape Brand Loyalty Today Christiarini, Renny; Gautama, Jocky; Putra, Edy Yulianto
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol 8 No 2 (2025)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jmsab.v8i2.1773

Abstract

This study explores the impact of human-like brand voices on customer loyalty, focusing on how brand trust and affection act as connecting factors, while also considering how worries about privacy can alter the effects in voice assistant interactions. Drawing from surveys of 353 young adults specifically Gen Z and millennials in Indonesia, the results show that viewing a voice assistant as more human-like boosts both trust in the brand and deeper emotional bonds, which in turn strengthen overall loyalty. On top of that, concerns over privacy tend to lessen the positive connection between this human-like perception and trust, highlighting the importance of creating voice assistants that blend relatable human traits with solid privacy protections. Overall, these findings help broaden our understanding of how consumers connect with brands through AI-driven exchanges.
Co-Authors Christiarini, Renny Golan Hasan, Golan Jesslieca, Jesslieca Kavitan, Vebbie Putra, Edy Yulianto Steven Steven Waty, Indah