PENGEMBANGAN SISTEM CUSTOMER RELATIONSHIP MANAGEMENT DALAM PEMASARAN B2B UNTUK MENINGKATKAN LOYALITAS PELANGGAN PRODUK EKSPOR KAPUK FIBER PADA PT. LOKA FIBER INDONESIA

This study aims to determine, analyze, and evaluate the CRM strategy implemented by PT. Loka Fiber Indonesia in increasing customer loyalty rates. B2B (Business to Business) companies are types of companies that prioritize product orientation that can be reused by their consumers and usually have a high return on investment value, therefore the CRM (Customer Relationship Management) strategy is one of the important things to implement in B2B companies to increase customer loyalty of B2B companies. In this study, researchers used qualitative descriptive research, this study focused on evaluating the implementation of CRM strategies in increasing customer loyalty rates on PT. Loka Fiber Indonesia's kapok fiber export products. The informants of this study were the CEO of PT. Loka Fiber Indonesia, Head of Marketing, content specialist officer, and general marketing staff. Data collection techniques used interviews, observations, and documentation. The evaluation method used was the CIPP (Context, Input, Process, Product) evaluation method.
In the CRM strategy implemented by the company, there are still many shortcomings. At the Context, Input, Process and Product CRM evaluation stages, several improvements and updates to the CRM strategy are still needed to increase customer loyalty implemented by PT. Loka Fiber Indonesia.