Customer Relationship Management to Maximize Return on Marketing Investment : A Case Study in Pangripta Consulting
DOI:
https://doi.org/10.47747/jismab.v4i3.1365Keywords:
Marketing Strategy, Return on Marketing Investment, SWOT Analysis, Customer Relationship ManagementAbstract
Economic conditions and a stabilizing business world present an opportunity for Pangripta Consulting, as many businesses need consulting services to help them adapt and face new challenges and competition. This study aims to identify strategies that companies can implement to optimize the return on their marketing investments. The study used a qualitative approach using primary data from interviews with Pangripta Consulting and secondary data from the company's historical data. The proposed strategy is based on the company's internal and external analysis using SWOT analysis. The results of this research are presented in the form of marketing strategies suggested through the implementation of customer relationship management programs.
References
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Harlan, F. B., Tarigan, Y., & Nisa, A. (2023). Strategi Pemasaran G - Coffee Menggunakan Analisis SWOT Guna Menghadapi Era Society 5 . 0. 4(2), 113–124.
Haryandika, & Santra. (2021). the Effect of Customer Relationship Management on Customer. 7(2), 139–149.
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Saputra, S. (2019). The Effect of Customer Relationship Management (CRM) on Bank Customer Loyalty through Satisfaction as Mediating Variable: Evidence in Batam, Indonesia. 306(Isseh 2018), 146–151. https://doi.org/10.2991/isseh-18.2019.34
Seggie, S. H., Cavusgil, E., & Phelan, S. E. (2007). Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics. Industrial Marketing Management, 36(6), 834–841. https://doi.org/10.1016/j.indmarman.2006.11.001
Streukens, S., van Hoesel, S., & de Ruyter, K. (2011). Return on marketing investments in B2B customer relationships: A decision-making and optimization approach. Industrial Marketing Management, 40(1), 149–161. https://doi.org/10.1016/j.indmarman.2010.06.002
Victor, V. (2020). Analisis Swot Terhadap Strategi Pemasaran Produk Komponen Cableduct Pada Pt. Pura Mayungan (Pme). Jurnal Ilmu Manajemen Terapan, 1(6), 620–631. https://doi.org/10.31933/jimt.v1i6.297
Visser, M., & Fokkema, M. (2021). Customer relationship management. In Digital Marketing Fundamentals: From Strategy to ROI.
Warsela, M., Wahyudi, A. D., & Sulistiyawati, A. (2021). Penerapan Customer Relationship Management Untuk Mendukung Marketing Credit Executive (Studi Kasus: Pt Fif Group). Jurnal Teknologi Dan Sistem Informasi (JTSI), 2(2), 78. http://jim.teknokrat.ac.id/index.php/JTSI
Astuti, A. M. I., & Ratnawati, S. (2020). Analisis SWOT Dalam Menentukan Strategi Pemasaran. Jurnal Ilmu Manajemen, 17(2), 58–70. journal.uny.ac.id/index.php/jim/article/viewFile/34175/14289
Farris, P. W., Hanssens, D. M., Lenskold, J. D., & Reibstein, D. J. (2015). Applied Marketing Analytics. The Peer-Reviewed Journal, 1(3), 267–282.
Fawzi, M. G. H., Iskandar, A. S., Erlangga, H., Nurjaya, & Sunarsi, D. (2022). Strategi Pemasaran : Konsep, Teori dan Implementasi. In Pascal Books. http://repository.ibs.ac.id/id/eprint/4973
Harlan, F. B., Tarigan, Y., & Nisa, A. (2023). Strategi Pemasaran G - Coffee Menggunakan Analisis SWOT Guna Menghadapi Era Society 5 . 0. 4(2), 113–124.
Haryandika, & Santra. (2021). the Effect of Customer Relationship Management on Customer. 7(2), 139–149.
McMillan, J. H., & Schummacher, S. (2010). Research in Education: Evidence-Based Inquiry. Pearson.
Nisak, Z. (2004). Analisis Swot Untuk Menentukan Strategi Kompetitif. Jurnal Ekbis, 1–8.
Prihatta, H. S. (2018). Pemasaran dalam Perspektif Ekonomi Islam. Maliyah : Jurnal Hukum Bisnis Islam, 8(1), 96–124. https://doi.org/10.15642/maliyah.2018.8.1.65-93
Promanjoe, Y. (2021). Pengaruh Customer Relationship Management Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Keripik Suher. Performa, 6(3), 197–206. https://doi.org/10.37715/jp.v6i3.2374
Rambe, D. N. S., & Aslami, N. (2022). Analisis Strategi Pemasaran Dalam Pasar Global. El-Mujtama: Jurnal Pengabdian Masyarakat, 1(2), 213–223. https://doi.org/10.47467/elmujtama.v1i2.853
Saputra, S. (2019). The Effect of Customer Relationship Management (CRM) on Bank Customer Loyalty through Satisfaction as Mediating Variable: Evidence in Batam, Indonesia. 306(Isseh 2018), 146–151. https://doi.org/10.2991/isseh-18.2019.34
Seggie, S. H., Cavusgil, E., & Phelan, S. E. (2007). Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics. Industrial Marketing Management, 36(6), 834–841. https://doi.org/10.1016/j.indmarman.2006.11.001
Streukens, S., van Hoesel, S., & de Ruyter, K. (2011). Return on marketing investments in B2B customer relationships: A decision-making and optimization approach. Industrial Marketing Management, 40(1), 149–161. https://doi.org/10.1016/j.indmarman.2010.06.002
Victor, V. (2020). Analisis Swot Terhadap Strategi Pemasaran Produk Komponen Cableduct Pada Pt. Pura Mayungan (Pme). Jurnal Ilmu Manajemen Terapan, 1(6), 620–631. https://doi.org/10.31933/jimt.v1i6.297
Visser, M., & Fokkema, M. (2021). Customer relationship management. In Digital Marketing Fundamentals: From Strategy to ROI.
Warsela, M., Wahyudi, A. D., & Sulistiyawati, A. (2021). Penerapan Customer Relationship Management Untuk Mendukung Marketing Credit Executive (Studi Kasus: Pt Fif Group). Jurnal Teknologi Dan Sistem Informasi (JTSI), 2(2), 78. http://jim.teknokrat.ac.id/index.php/JTSI
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