<![CDATA[The rapid growth of the coffee shop industry requires Micro, Small, and Medium Enterprises (MSMEs) to adopt digital technologies that strengthen customer loyalty, retention, and operational efficiency. Kopi Banget MSME continues to rely on manual transaction recording and lacks an integrated customer database, limiting its ability to implement systematic retention strategies and manage customer relationships effectively. This study aims to design and develop a web-based Customer Relationship Management (CRM) system based on the CRM Lite-Loyalty concept to support customer loyalty and retention strategies. The system was developed using the Rapid Application Development (RAD) methodology, which facilitates iterative development and flexible adaptation to user requirements. The application was implemented using the Laravel framework and a MySQL database and integrated with a WhatsApp Gateway API and automated scheduling mechanisms. System evaluation employed Black-Box Testing to validate functionality and PageSpeed Insights to assess application performance. The findings show that the developed system supports rapid customer onboarding, automated loyalty point calculation, reward redemption validation, and proactive customer retention through personalized WhatsApp messaging. Functional testing achieved 100% successful validation across 26 test scenarios, while performance testing indicated responsive interface performance. These results demonstrate that the CRM Lite-Loyalty system can integrate loyalty management and retention mechanisms into a unified web-based platform. The study contributes a practical digital CRM solution for MSMEs and provides an implementable approach for improving customer relationship management, loyalty program administration, and retention activities through integrated digital processes.]]>
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