<![CDATA[ABSTRAK Penelitian ini menganalisis penerapan Customer Relationship Management (CRM) pada UMKM Kedai Kopi Alam Pari Pepes di Kota Batam menggunakan metode kualitatif deskriptif melalui observasi, wawancara, dan dokumentasi. Hasil menunjukkan bahwa operational CRM telah berjalan baik melalui pelayanan personal dan responsif, namun analytical CRM dan collaborative CRM belum optimal karena belum adanya pengelolaan data pelanggan terstruktur serta keterbatasan pemanfaatan teknologi digital. Meskipun demikian, hubungan personal yang terjalin mampu menciptakan loyalitas pelanggan melalui kualitas produk dan pelayanan. UMKM disarankan meningkatkan pemanfaatan teknologi digital dan pengelolaan data pelanggan guna mengoptimalkan strategi CRM serta memperluas jangkauan pasar. ABSTRACT This study analyzes the implementation of Customer Relationship Management (CRM) at the Kedai Kopi Alam Pari Pepes MSME in Batam City using descriptive qualitative methods through observation, interviews, and documentation. The results indicate that operational CRM has been running well through personalized and responsive service, but analytical CRM and collaborative CRM are not optimal due to the lack of structured customer data management and limited use of digital technology. Nevertheless, the established personal relationships can foster customer loyalty through product and service quality. MSMEs are advised to increase their use of digital technology and customer data management to optimize CRM strategies and expand market reach.]]>
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