IMPLEMENTASI STRATEGI RELATIONSHIP MARKETING DALAM MENINGKATKAN PENJUALAN PADA TOKO BUKU NEW BOOK STORE UMM KOTA MALANG

ABSTRACK
Muna, Lisa Nailul. Implementasi Strategi Relationship Marketing dalam Meningkatkan Penjualan pada Toko Buku New Book Store UMM Kota Malang. Program Studi Pendiddikan Bahasa Indonesia, FKIP Universitas Muhammadiyah Malang. Pembimbing: (1) Fida Pangesti, S. Pd., M.A. A
Bookstore is a business organization that operates in the business of goods ranging from books to work stationery to gain profits for the company. In the bookstore business, there are many obstacles faced, one of which is increasing competition. To win competition in the business world, companies must have the ability to plan their business strategies. Determining a marketing strategy is expected to help the company increase sales and introduce the company to a wider audience. Based on initial interview observations, the New Book Store UMM bookstore has implemented marketing strategies, including 1) Relationship Marketing 2) Undercover Marketing 3) Word Of Mouth 4) Internet Marketing 5) Transactional Marketing. Of these strategies, the one that has the most significant impact is the relationship marketing strategy. Therefore, it is necessary to conduct research regarding the implementation of relationship marketing strategies in increasing sales at the New Book Store UMM, Malang City. This type of research includes field research using qualitative methods. Field research is research carried out outside a laboratory or classroom environment with the aim of obtaining data directly from the object or subject being studied. Qualitative methods aim to understand social phenomena, behavior, or human experiences from the perspective of the people directly involved. This research uses a descriptive qualitative approach whose main focus is to describe the phenomenon being researched thoroughly and in depth, without attempting to test or explain the relationship between certain variables. This approach aims to provide a clear and detailed picture of the research subject based on the subjective perspective of the individual or group that is the data source. Data sources are an executive director, two people in charge, a customer advisor, and three customers who provide data or information needed by researchers to achieve research objectives. Informants can come from various backgrounds and have knowledge or experience that is relevant to the topic or problem being researched. The data collection techniques that researchers used were interviews and observation. The following are data analysis techniques carried out by researchers 1) Data collection 2) Data elimination 3) Data presentation. 4) Drawing conclusions. 5) Data Codification. The research results show that the implementation of the relationship marketing strategy carried out by the New Book Store UMM bookstore is getting to know customers in depth, building effective communication, improving service, using technology to improve relationships, building long-term relationships with customers, as well as facing challenges and adjusting strategies. Then the impact of the relationship marketing strategy on the New Book Store UMM bookstore is increased sales, customer loyalty and product innovation. The obstacles to the relationship marketing strategy at the New Book Store UMM bookstore are a lack of understanding of needs, limited human resources, obstacles in maintaining vii service consistency, and changes in customer expectations. These findings provide an important contribution to understanding how to implement relationship marketing and its impact on increasing sales so that it can be used as a guide for other companies to achieve their desired targets.
Keywords: Bookstore, New Book Store UMM, Relationship Marketing Strategy.