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All Journal PubBis : Jurnal Pemikiran dan Penelitian Administrasi Publik dan Administrasi Bisnis Bussman Journal : Indonesian Journal of Business and Management
Ardianata, Kristi
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Economics, Econometrics & Finance Social Sciences

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ANALISIS PENERAPAN MANAJEMEN HUBUNGAN PELANGGAN PADA UMKM ALMIRA’S CAKE DIKOTA BATAM Hasan, Golan; Indah, Indah; Sherlen, Sherlen; Tan, Selina; Ardianata, Kristi; Frenky, Frenky; Rooney, Rooney; Derry, Derry
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.v5i2.390

Abstract

Micro, Small and Medium Enterprises (MSMEs) have an important role in driving national economic growth, including in Batam City, which is showing rapid development in the food and beverage sector. Almira's Cake, as one of the local MSMEs engaged in home cake production, shows great potential in attracting and retaining consumers. However, relationships with customers are still built conventionally without a structured Customer Relationship Management (CRM) system. This research aims to analyze the extent of CRM implementation at Almira's Cake and evaluate opportunities for developing a more effective CRM strategy. The research method used is descriptive qualitative with data collection techniques in the form of interviews, observations, and literature studies. The results of this study are expected to provide a deeper understanding of the importance of CRM in increasing customer loyalty and competitiveness of MSMEs in the midst of a competitive market.
Strategi Pemasaran Digital Terintegrasi untuk Membangun Digital Trust pada UMKM Jasa Konstruksi Lady; Ardianata, Kristi; Ariyanto, Hepy Hefri
Jurnal PubBis Vol 10 No 1 (2026)
Publisher : stiatabalong.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35722/jurnalpubbis.v10i1.1524

Abstract

The evolution of digital media requires MSMEs, particularly in the custom construction service sector, to adopt digital marketing strategies to build visual credibility and expand market reach. This study aims to analyze the implementation of an integrated digital marketing strategy through Instagram, Facebook, WhatsApp Business, a website, and Google Maps at Nicko Kaca & Aluminium. A descriptive qualitative case study method was employed, where data were collected through observation, digital insight documentation, and interviews with six informants consisting of one business owner and five customers. Data analysis was conducted through four interactive stages including data collection, data condensation, data display, and conclusion drawing and verification. The results show that the implementation of this digital ecosystem significantly increased business visibility, which the Instagram Ads platform contributed an 85% reach rate out of a total of 3,230 new audience members. Meanwhile, other platforms such as Google Maps, the website, and Facebook provided value in the credibility dimension through physical location verification and visual portfolios, which served as determining factors for consumer trust. This research produces the Digital Trust Funnel model, which synergizes the visibility, credibility, and conversion stages. The implications of this study emphasize that building an interconnected digital ecosystem can mitigate information asymmetry and establish consumer trust in service industries with high levels of uncertainty
Co-Authors Ariyanto, Hepy Hefri Derry Derry Frenky, Frenky Golan Hasan, Golan Indah Indah Lady Rooney, Rooney Sherlen, Sherlen Tan, Selina