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Customer Relations Management of Rumah Sehat and Apotek UGM in Maintaining Customer Loyalty
Corresponding Author(s) : Ade Putranto Prasetyo Wijiharto Tunggali
Proceedings Universitas Muhammadiyah Yogyakarta Undergraduate Conference,
Vol. 3 No. 1 (2023): Crafting Innovation for Global Benefit
Abstract
Yogyakarta is known as a city of education and tourism, in order to support national development must be based on health that pays attention to the health of its people. Therefore, the Yogyakarta city government needs to provide adequate health facilities or health services, both in terms of service and quality. As of 2022 until now, the pharmacy business is growing throughout Indonesia. This requires pharmaceutical personnel for pharmaceutical services and health supplies. Various pharmaceutical activities in pharmacies ensure that the community receives optimal drug services. The ideal concept of a pharmacy is an attitude of totality in providing services to consumers/patients. In an effort to create customer loyalty, Pharmacy Facility Owners (PSA) in collaboration with Pharmacy Manager Pharmacists (APA) need to have a good marketing strategy.. One form of marketing strategy that can help and support the business is the Customer Relationship Management (CRM) strategy. The purpose of this research is to find out how Customer Relations Management of Rumah Sehat and Apotek UGM in maintaining customer loyalty. This research is a descriptive qualitative research using data collection techniques in the form of observation, interviews, and documentation. The results of this study indicate that the aspects of Customer Relationship Management are very influential in maintaining customer loyalty. This study concludes that the aspects of CRM which include email integration, lead conversion, feedback improvement, document recording, relationship management, sales calls, and email marketing have an influence on customer loyalty at Rumah Sehat and Apotek UGM. The novelty of this research is to find out the effect of CRM on customer loyalty at Rumah Sehat and Apotek UGM and how much influence CRM has on customer loyalty.
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- Afandi, M. H. (2014). Penerapan Strategi Customer Relationship Management (CRM) Dalam Rangka Meningkatkan Loyalitas Pelanggan (Studi Kasus Pada Grand Kalpataru Syariah Hotel Malang.
- Anatasha Onna Carissa, A. F. (2014). Penerapan Customer Relationship Management (CRM) Sebagai Upaya Meningkatkan Loyalitas Pelanggan (Studi Kasus pada Bandung Sport Distro Malang). Jurnal Administrasi Bisnis (JAB)| Vol. 15 No. 1 Oktober 2014.
- Anggita Putri Iriandini, E. Y. (2015 administrasibisnis.studentjournal.ub.ac.id). PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Survey pada Pelanggan PT. Gemilang Libra Logistics, Kota Surabaya). Jurnal Administrasi Bisnis (JAB)|Vol. 23 No. 2 Juni 2015.
- Ardani, D. S. (2019). Peran Kepuasan Pealanggan Dalam Inovasi Produk Terhadap Loyalitas Pelanggan (Studi Pada Konsumen Warunk Upnormal). E-Jurnal Manajemen, Vol. 8, No. 12 DOI: https://doi.org/10.24843/EJMUNUD.2019.v08.i12.p14, 7177-7195.
- Dewa Made Suparwata, B. S. (2017). ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BANK SINARMAS KANTOR CABANG MATARAM. Jurnal Magister Manajemen Vol. 6 No. 1 Maret 2017.
- Krisnawati, M. (2019). PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN DI APOTEK PANJI FARMA. Jurnal Kesehatan Madani Medika, Vol 10, No 1, Juni 2019 (hal:40-47), 40-47.
- M. Wildan Habibillah, E. G. (Volume 12 Nomor 1 Juni 2018 DOI: https://doi.org/10.32781/cakrawala.v12i1.263). Pengaruh CRM Terhadap Kepercayaan Konsumen serta Dampaknya Terhadap Loyalitas Pelanggan (Survey pada Petani Desa Donowarih, Kecamatan Karangploso, Kabupaten Malang). Cakrawala, Jurnal Litbang Kebijakan, 26-39.
- Mahanani, P. A. (2013). Customer Relations Management sebagai Salah Satu Upaya Public Relations Perusahaan Jasa Perbankan Menciptakan Good Image. Jurnal Komunikasi, Volume 1, Nomor 6, Januari 2013, 551-562.
- Pamsari, M. B. (2013). “Assesment of The Key Success Factors of Customer Relationship Management''. Universal Journal of Management and Social Sciences,Vol 3, No 4 (April), 24-30.
- S.Sivesan, D. V. (Volume 12 Issue 18 Version 1.0 Year 2012 and Business Research). Customer Relationship Marketing and Customer Satisfaction: A Study on Mobile Service Providing Companies in Srilanka. Global Journal of Management and Business Research, 1-7.
- Steffanie Yu, A. S. (Vol. 13 No. 1, Februari 2019, 31-46 DOI: https://doi.org/10.24843/MATRIK:JMBK.2019.v13.i01.p04). STUDI MENGENAI CITY BRANDING KOTA YOGYAKARTA SEBAGAI KOTA PELAJAR DI INDONESIA. MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS DAN KEWIRAUSAHAAN.
- Suasana, D. A. (2017). Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen Unud, Vol. 6, No. 3, 2017: 1534-1563.
- Wijayanti, E. N. (2019). Kajian Tipologi Peletakan Dab Desain Signage Sebagai Kebutuhan Kota Pelajar Dan Wisata (Studi Kasus: Kecamatan Gondokusuman Dan Jetis Kota Yogyakarta). 3 Arsitektur dan Keseharian: Keterampilan Lokal, Teknologi Konstruksi, Tektonika, Pengalaman Meruang.
- Yonaldi, S. (2011). Analisis Pengaruh Variabel Bauran Pemasaran (Marketing Mix) terhadap Loyalitas Konsumen Produk Minuman The Botol Frestea (Studi Kasus Mahasiswa Universitas Andalas Padang). Jurnal Manajemen dan Kewirausahaan,Vol 2, No .1
References
Afandi, M. H. (2014). Penerapan Strategi Customer Relationship Management (CRM) Dalam Rangka Meningkatkan Loyalitas Pelanggan (Studi Kasus Pada Grand Kalpataru Syariah Hotel Malang.
Anatasha Onna Carissa, A. F. (2014). Penerapan Customer Relationship Management (CRM) Sebagai Upaya Meningkatkan Loyalitas Pelanggan (Studi Kasus pada Bandung Sport Distro Malang). Jurnal Administrasi Bisnis (JAB)| Vol. 15 No. 1 Oktober 2014.
Anggita Putri Iriandini, E. Y. (2015 administrasibisnis.studentjournal.ub.ac.id). PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Survey pada Pelanggan PT. Gemilang Libra Logistics, Kota Surabaya). Jurnal Administrasi Bisnis (JAB)|Vol. 23 No. 2 Juni 2015.
Ardani, D. S. (2019). Peran Kepuasan Pealanggan Dalam Inovasi Produk Terhadap Loyalitas Pelanggan (Studi Pada Konsumen Warunk Upnormal). E-Jurnal Manajemen, Vol. 8, No. 12 DOI: https://doi.org/10.24843/EJMUNUD.2019.v08.i12.p14, 7177-7195.
Dewa Made Suparwata, B. S. (2017). ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH PADA PT. BANK SINARMAS KANTOR CABANG MATARAM. Jurnal Magister Manajemen Vol. 6 No. 1 Maret 2017.
Krisnawati, M. (2019). PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN DI APOTEK PANJI FARMA. Jurnal Kesehatan Madani Medika, Vol 10, No 1, Juni 2019 (hal:40-47), 40-47.
M. Wildan Habibillah, E. G. (Volume 12 Nomor 1 Juni 2018 DOI: https://doi.org/10.32781/cakrawala.v12i1.263). Pengaruh CRM Terhadap Kepercayaan Konsumen serta Dampaknya Terhadap Loyalitas Pelanggan (Survey pada Petani Desa Donowarih, Kecamatan Karangploso, Kabupaten Malang). Cakrawala, Jurnal Litbang Kebijakan, 26-39.
Mahanani, P. A. (2013). Customer Relations Management sebagai Salah Satu Upaya Public Relations Perusahaan Jasa Perbankan Menciptakan Good Image. Jurnal Komunikasi, Volume 1, Nomor 6, Januari 2013, 551-562.
Pamsari, M. B. (2013). “Assesment of The Key Success Factors of Customer Relationship Management''. Universal Journal of Management and Social Sciences,Vol 3, No 4 (April), 24-30.
S.Sivesan, D. V. (Volume 12 Issue 18 Version 1.0 Year 2012 and Business Research). Customer Relationship Marketing and Customer Satisfaction: A Study on Mobile Service Providing Companies in Srilanka. Global Journal of Management and Business Research, 1-7.
Steffanie Yu, A. S. (Vol. 13 No. 1, Februari 2019, 31-46 DOI: https://doi.org/10.24843/MATRIK:JMBK.2019.v13.i01.p04). STUDI MENGENAI CITY BRANDING KOTA YOGYAKARTA SEBAGAI KOTA PELAJAR DI INDONESIA. MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS DAN KEWIRAUSAHAAN.
Suasana, D. A. (2017). Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Customer Relationship Management Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen Unud, Vol. 6, No. 3, 2017: 1534-1563.
Wijayanti, E. N. (2019). Kajian Tipologi Peletakan Dab Desain Signage Sebagai Kebutuhan Kota Pelajar Dan Wisata (Studi Kasus: Kecamatan Gondokusuman Dan Jetis Kota Yogyakarta). 3 Arsitektur dan Keseharian: Keterampilan Lokal, Teknologi Konstruksi, Tektonika, Pengalaman Meruang.
Yonaldi, S. (2011). Analisis Pengaruh Variabel Bauran Pemasaran (Marketing Mix) terhadap Loyalitas Konsumen Produk Minuman The Botol Frestea (Studi Kasus Mahasiswa Universitas Andalas Padang). Jurnal Manajemen dan Kewirausahaan,Vol 2, No .1