PENDAMPINGAN CUSTOMER RELATIONSHIP MANAGEMENT UMKM BATIK DI KABUPATEN JOMBANG GUNA MENCAPAI KEUNGGULAN BERSAING BERKELANJUTAN
DOI:
https://doi.org/10.19166/jspc.v6i3.6212Keywords:
CRM, Loyalitas Pelanggan, Keunggulan Bersaing, BatikAbstract
The partner in this community service activity is UD Batik Tulis New Colet located in Jatipelem Village, Diwek District, Jombang Regency, East Java. The main problems faced by the partner: First, the decline in sales turnover. Second, customer loyalty has decreased, this is indicated by some customers no longer making batik purchase transactions to partners. The purpose of this community service: First increase the turnover of partners who have decreased. The second is to restore and increase customer loyalty that had experienced a decline in loyalty by marking that several market regions had not made purchase transactions to the partner. The method of implementing this community service program uses CRM assistance, stimulation, brainstorming and discussion, as well as monitoring & evaluation. The results of this service program: First, sales turnover increased by 52.57%. Second, the increase in customer loyalty is characterized by the addition of a market that actively transacts purchases, namely returning two old market regions to active customers transacting repurchase transactions and the addition of one new market region that actively transacts purchases. This community service activity impacts the economic empowerment of partners by improving marketing performance and competitive advantage of the partner on an ongoing basis.
abtract in bahasa
Mitra dalam kegiatan pengabdian kepada masyarakat ini adalah UD Batik Tulis New berlokasi di Desa Jatipelem Kecamatan Diwek Kabupaten Jombang, Jawa Timur. Permasalahan utama yang dihadapi oleh mitra: Pertama, menurunnya omzet penjualan. Kedua, loyalitas pelanggan mengalami penurunan, hal ini ditandai dengan beberapa pelanggan sudah tidak lagi melakukan transaksi pembelian batik ke mitra. Tujuan pengabdian kepada masyarakat ini: Pertama meningkatkan omset mitra yang mengalami penurunan. Kedua mengembalikan dan meningkatkan loyalitas pelanggan yang sempat mengalami penurunan loyalitas dengan ditandainya beberapa wilayah pasar sudah tidak melakukan transaksi pembelian ke UD Batik Tulis New Colet. Metode pelaksanaan program pengabdian masyarakat ini menggunakan pendampingan customer relationship management (CRM), sumulasi, brainstorming dan diskusi, serta monitoring & evaluasi. Hasil dari program pengabdian ini: Pertama meningkatnya omzet penjualan sebesar 52,57%. Kedua, adanya peningkatan loyalitas pelanggan ditandai dengan penambahan pasar yang aktif bertransaksi pembelian yaitu mengembalikan dua wilayah pasar lama menjadi pelanggan aktif bertransaksi pembelian Kembali dan penambahan satu wilayah pasar baru yang aktif bertransaksi pembelian. Kegiatan pengabdian kepada masyarakat ini memiliki dampak terhadap keberdayaan mitra secara ekonomi berupa peningkatan kinerja pemasaran dan keunggulan bersaing UD Batik Tulis New Colet secara berkelanjutan.
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