<![CDATA[Abstrak: Perkembangan teknologi informasi telah memberikan dampak besar dalam meningkatkan efektivitas dan efisiensi kegiatan bisnis, termasuk dalam bidang penjualan. Bale Anyaman, sebagai salah satu UMKM pengrajin di Desa Taman Sari, Lombok Barat, menghadapi permasalahan pada keterbatasan area pemasaran karena sistem penjualan yang masih konvensional. Penelitian ini bertujuan untuk menerapkan metode Customer Relationship Management (CRM) pada aplikasi penjualan berbasis web di Bale Anyaman guna memperluas jangkauan pasar serta meningkatkan pelayanan kepada pelanggan. Metode penelitian yang digunakan meliputi observasi, wawancara, dan studi pustaka. Pengembangan sistem dilakukan menggunakan model Waterfall yang terdiri atas tahapan requirement definition, system design, implementation, testing, dan maintenance. Aplikasi dibangun dengan bahasa pemrograman PHP dan framework CodeIgniter 4.0. Pengujian sistem dilakukan baik dari sisi fungsionalitas menggunakan metode Black Box Testing maupun dari sisi usabilitas menggunakan angket. Hasil penelitian menunjukkan bahwa sistem yang dibangun dapat mengelola data produk, transaksi penjualan, dan data pelanggan secara efektif serta mampu memberikan layanan pelanggan yang lebih personal melalui penerapan Electronic Customer Relationship Management (E-CRM). Berdasarkan hasil pengujian fungsional, sistem dinyatakan valid dengan tingkat keberhasilan fungsional 100% dan dari sisi usabilitas menghasilkan angka 90,8% dengan kategori sangat baik. Dengan demikian, penerapan E-CRM pada aplikasi penjualan berbasis web ini dapat digunakan untuk membantu Bale Anyaman meningkatkan loyalitas pelanggan dan memperluas pemasaran produk. Kata kunci: aplikasi penjualan, CRM, E-CRM, web Abstract: The development of information technology has had a significant impact on improving the effectiveness and efficiency of business activities, including in the field of sales. Bale Anyaman, as one of the micro, small, and medium enterprises engaged in handicrafts in Taman Sari Village, West Lombok, faces challenges related to limited marketing reach due to its conventional sales system. This study aims to implement the Customer Relationship Management (CRM) method in a web-based sales application for Bale Anyaman to expand its market reach and enhance customer service. The research methods employed include observation, interviews, and literature study. System development was carried out using the Waterfall model, consisting of the stages of requirement definition, system design, implementation, testing, and maintenance. The application was developed using the PHP programming language and the CodeIgniter 4.0 framework. System testing was conducted from both functional and usability perspectives, using the Black Box Testing method and a questionnaire, respectively. The results indicate that the developed system effectively manages product data, sales transactions, and customer data, and is capable of providing more personalized customer services through the implementation of Electronic Customer Relationship Management (E-CRM). Based on functional testing results, the system was declared valid with a 100% functional success rate, and from the usability aspect, it achieved a score of 90.8%, categorized as excellent. Therefore, the implementation of E-CRM in this web-based sales application can be utilized to help Bale Anyaman increase customer loyalty and expand product marketing. Keywords: sales application, CRM, E-CRM, web]]>
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