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All Journal Electronic Integrated Computer Algorithm Journal
Fauzan, Ratandi
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Computer Science & IT Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Social Sciences

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The Evaluating Customer Relationship Marketing Strategy on Customer Retention at DMKR Fashion Company Husaini, Galih Rashif; Lubis, Muharman; Andiharsa Sih Setiarto, Rahardian; Fauzan, Ratandi
Electronic Integrated Computer Algorithm Journal Vol. 3 No. 2 (2026): VOLUME 3, NO 2: APRIL 2026
Publisher : Yayasan Asmin Intelektual Berkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62123/enigma.v3i2.164

Abstract

Building and maintaining strong relationships with customers is essential for business sustainability, especially in an increasingly competitive market where customer loyalty can shift easily. Customer Relationship Management (CRM) has become an important strategic approach that allows companies to manage customer data, strengthen communication, and improve customer experiences. CRM also supports public relations activities by enhancing trust and long-term engagement. During the COVID-19 pandemic, business owners at Dakar, a local MSME in the batik fashion industry, faced significant uncertainty and were required to adapt quickly to changing customer needs and digital consumption patterns. Despite this challenge, the company continued to identify opportunities to strengthen customer loyalty and retention through various CRM-based strategies. This study examines how Dakar implements CRM and evaluates its impact on customer retention using qualitative methods supported by sales and customer behavior data. The results show that CRM contributes to better understanding customer preferences, improving service quality, and encouraging repeat purchases. Furthermore, CRM helps Dakar build emotional bonds with customers through product personalization, social engagement, and the integration of digital platforms. Overall, CRM plays a crucial role in supporting business resilience and customer loyalty in the post-pandemic era.
Implementation CRM (Customer Relationship Management) in Digital Era Yualinda, Sherli; Lubis, Muharman; Yualinda, Sherla; Fauzan, Ratandi
Electronic Integrated Computer Algorithm Journal Vol. 3 No. 2 (2026): VOLUME 3, NO 2: APRIL 2026
Publisher : Yayasan Asmin Intelektual Berkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62123/enigma.v3i2.167

Abstract

The rapid advancement of digital technology has transformed the way companies interact with customers, requiring organizations to adapt their Customer Relationship Management (CRM) strategies to remain competitive in a dynamic market environment. Technology provides customers with greater choice and control, encouraging companies to develop more personalized and deeper relationships. Effective CRM implementation is therefore crucial in the digital era to better understand customer needs, enhance communication, and deliver improved customer experiences. However, CRM implementation also encounters several challenges, including resistance to change, difficulties in integrating legacy systems, complex data management, and limited resources. The success of CRM largely depends on a company’s ability to adapt to evolving customer needs and leverage technology to strengthen long-term relationships. By addressing these challenges, companies can achieve a sustainable competitive advantage.
Customer Relationship Management Strategies in Coffee Shops: A Literature-Based Analysis of Kopi Kenangan Tamara Indhira, Sekar; Lubis, Muharman; Wirawan, Muhammad Naufal; Tiara Citra Maharany, Sekar; Fauzan, Ratandi
Electronic Integrated Computer Algorithm Journal Vol. 3 No. 2 (2026): VOLUME 3, NO 2: APRIL 2026
Publisher : Yayasan Asmin Intelektual Berkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62123/enigma.v3i2.168

Abstract

This study presents a literature-based analysis of Customer Relationship Management (CRM) strategies in coffee shops, with a particular focus on Kopi Kenangan as a prominent coffee chain in Indonesia. The study aims to identify how CRM practices are reflected in both physical store experience and digital customer engagement through the brand’s mobile application, and to examine how these practices may relate to customer satisfaction and loyalty. The research employed a descriptive qualitative literature review by analyzing scholarly journal articles, conference proceedings, and relevant secondary reports. The reviewed literature suggests that integrated CRM practices in coffee shops commonly operate through two complementary channels: in-store relationship building and digital relationship management. In-store factors such as servicescape, service quality, and customer-friendly facilities are consistently associated with positive customer experiences, while digital features such as mobile ordering, loyalty mechanisms, and promotional communication may enhance convenience, engagement, and repeat purchase intention. In the context of Kopi Kenangan, the available literature indicates that the combination of offline and online CRM strategies is likely to support customer relationship development and brand loyalty. This study concludes that the integration of service experience and digital engagement represents an important CRM approach in the contemporary coffee shop industry, while also highlighting the need for future empirical studies to validate these patterns more directly.
Co-Authors Andiharsa Sih Setiarto, Rahardian Husaini, Galih Rashif Muharman Lubis Tamara Indhira, Sekar Tiara Citra Maharany, Sekar Wirawan, Muhammad Naufal Yualinda, Sherla Yualinda, Sherli