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All Journal Sketsa Bisnis Bussman Journal : Indonesian Journal of Business and Management
Jesslieca, Jesslieca
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Economics, Econometrics & Finance Social Sciences

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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.
Analysis of Factors Affecting Users Intention to Book Hotels through  Online Applications Lady, Lady; Jesslieca, Jesslieca; Cuandra, Fendy
SKeTsa Bisnis (e-jurnal) Vol 12 No 2 (2025): Sketsa Bisnis
Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/fddqfq77

Abstract

Introduction; This study investigates factors influencing consumers intention to book hotels online using the Stimulus-Organism-Response (SOR) theory. The research is motivated by the growing trend of digital transformation in the hospitality industry, where user trust and convenience play crucial roles in shaping online booking behavior. Methods; A quantitative approach was employed by distributing online questionnaires to individuals who had previously booked hotels online, resulting in 448 valid responses being collected. Data were analyzed with validity and reliability tests, and hypothesis testing was conducted using the Structural Equation Modeling (SEM) technique. Respondents were selected through judgmental sampling to ensure relevance. Results; The findings indicate that perceived trust is the key variable exerting a significant direct influence on booking intention, an effect which is moderated by promotional offers. Notably, external stimuli such as online reviews, convenience quotient, and mobile application quality primarily influence booking intention indirectly, acting through their significant impact on perceived trust, which functions as a key mediator. Conclusion; The study concludes that strengthening users’ trust, satisfaction, and overall digital experience can enhance consumers’ willingness to engage in online hotel booking. These results offer practical insights for application developers and hotel managers to design trustworthy, user-friendly platforms and promotional strategies that align with changing consumer expectations.
Co-Authors Cuandra, Fendy Gautama, Jocky Golan Hasan, Golan Kavitan, Vebbie Lady, Lady Steven Steven Waty, Indah