Strategi Komunikasi Customer Relationship Management Warkop Cak Ri Dalam Mempertahankan Loyalitas Pelanggan - Yuliansya, Tedy Dwi; Arviani, Heidy (PRoMEDIA, 2023)
AbstractIn an era of fierce competition in the coffee shop business, business sustainability depends heavily on loyal customer support. Companies need a strategy to increase customer loyalty. The aim of this study is to analyze and describe how Warkop Cak Ri implements a customer relationship management communication strategy to increase customer loyalty. The research method used is descriptive research with qualitative analysis. This approach is chosen because researchers need information from informants as research data. Data is obtained through observations, interviews, and documentation carried out by researchers. The collected data is analyzed through data reduction, data presentation, and data verification or conclusion drawing. Warkop Cak Ri implements a communication strategy that instills customer loyalty through four stages, namely fact-finding, planning, action and communication, and evaluation. In addition, Warkop Cak Ri also implements a customer relationship management strategy by providing financial benefits to customers, such as discounts, coupons, and free gifts. In terms of social benefit, Warkop Cak Ri makes academic training programs, blessed Friday programs, and campaigns, as well as actively greeting customers and remembering customer service preferences. As well as structural ties, Warkop Cak Ri provides the latest information through social media, provides exclusive services, and provides individual awards through events held.Keywords: Strategy of Communication, Customer Relationship Management, Loyalty of Customers, Financial Benefit, Social Benefit, Structural Ties  AbstraksiDalam era persaingan ketat pada bisnis warung kopi, keberlanjutan bisnis sangat bergantung pada dukungan pelanggan yang loyal. Perusahaan perlu memiliki strategi untuk meningkatkan loyalitas pelanggan. Tujuan dari penelitian ini adalah untuk menganalisis dan mendeskripsikan bagaimana Warkop Cak Ri menerapkan strategi komunikasi customer relationship management dalam mempertahankan loyalitas pelanggan. Metode penelitian yang digunakan adalah penelitian deskriptif dengan analisis kualitatif. Pendekatan ini dipilih karena peneliti membutuhkan informasi dari informan sebagai data penelitian. Data diperoleh melalui observasi, wawancara, dan dokumentasi yang dilakukan oleh peneliti. Data yang terkumpul dianalisis dengan reduksi data, penyajian data, dan memverifikasi data atau penarikan kesimpulan. Warkop Cak Ri menerapkan strategi komunikasi dalam mempertahankan loyalitas pelanggan melalui empat tahapan, yaitu fact finding, planning, action and communication, dan evaluation. Selain itu, Warkop Cak Ri juga menerapkan strategi customer relationship management dengan memberikan financial benefit kepada pelanggan seperti diskon, kupon, dan freegift. Dalam hal social benefit, Warkop Cak Ri membuat program pelatihan akademi, program jumat berkah, dan campaign, serta aktif menyapa pelanggan dan mengingat preferensi layanan pelanggan. Serta pada structural ties, Warkop Cak Ri menyediakan informasi terbaru melalui media sosial, memberikan layanan eksklusif, dan memberikan penghargaan individual melalui event yang diadakan.Kata Kunci: Strategi Komunikasi, Customer Relationship Management, Loyalitas Pelanggan, Financial Benefit, Social Benefit, Structural Ties