Analisis Penerapan Costumer Relationship dalam Upaya Meningkatkan Loyalitas Pelanggan pada PT Indo Moda Raya
DOI:
https://doi.org/10.21111/at.v11i2.15764Keywords:
Customer Relationship Management, Customer Loyalty, Service Quality, Logistics Services, SOP.Abstract
This study aims to analyze the implementation of Customer Relationship Management (CRM) in enhancing customer loyalty at PT Indo Moda Raya. As a cargo handling service company, PT Indo Moda Raya plays a vital role in supporting smooth logistics distribution. However, customer relationship management is still carried out conventionally due to the absence of a formally documented CRM system and Standard Operating Procedures (SOPs). This research employs a qualitative method with a descriptive approach. Data were collected through field observations, semi-structured interviews with internal company stakeholders and key customers, as well as documentation. Data analysis was conducted using thematic analysis, including coding, theme identification, development of analytical narratives, and conclusion drawing. Data validity was ensured through source and technique triangulation. The results indicate that PT Indo Moda Raya has been able to deliver satisfactory cargo handling services, particularly in terms of timeliness, cargo safety, and workforce professionalism. These factors contribute to customer satisfaction and trust. Nevertheless, CRM implementation has not been fully optimized, especially regarding communication and the management of customer data, which remain unintegrated. Therefore, the development of CRM SOPs and a structured customer data management system is necessary to strengthen customer loyalty and ensure the company’s business sustainability.References
Agnes, & Pasaribu, V. L. D. (2024). Customer Relationship Management (CRM) Strategy in Increasing Customer Loyalty at Amo_Nailart. Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO), 2(12), 1677–1694.
Alzari, N. (2025). Peran Kepuasan dan Loyalitas Pelanggan terhadap Niat Pembelian Ulang dengan Customer Relationship Management sebagai Variabel Mediasi. Jurnal Manajemen, Bisnis Dan Kewirausahaan, 5(3), 607–616.
Baihaki, A., & Sari, E. A. (2025). Implementasi Customer Relationship Management Dalam Mempertahankan Loyalitas Pelanggan di Masa Kopi. Jurnal Impresi Indonesia (JII), 4(7), 2532–2544.
Diah, J. M., Fahrizal, M., & Herdiansyah, D. (2025). Customer Relationship Management (CRM) Analysis in Enhancing Customer Loyalty in the Digital Age. International Journal of Business, Economics and Management, 8(2), 86–92.
Griffin, J. (2005). Customer loyalty: How to earn it, how to keep it. McGraw-Hill.
Haryandika, D., & Santra, I. (2021). The Effect of Customer Relationship Management on Customer Satisfaction and Customer Loyalty. Indonesian Journal of Business and Entrepreneurship, 7(2), 139–149.
Hasan, G., & Akbar, N. (2025). Manajemen Hubungan Pelanggan. Menara Press Indonesia.
Kotler, P., & Keller, K. L. (2016).Marketing management (15th ed.). Pearson Education.
Lestari, D. C., & Handoko, B. (2024). Analisis Penerapan Strategi Customer Relationship Management (CRM) Perusahaan City Trans Utama pada Loyalitas Pelanggan. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(2), 1026–1032.
Li, L. (2023). Customer relationship management, customer satisfaction and customer loyalty: Basis for CRM consolidated framework. International Journal of Research Studies in Management, 11(5), 171–180.
Maulida, L., Sunarjo, W. A., & Putra, R. K. (2024). Analisis Pengaruh Customer Relationship Management (CRM) Terhadap Customer Satisfaction dan Customer Loyalty (Studi Pada Pengguna Dompet Digital Go-Pay Di Pekalongan). Jurnal Bisnis Inovatif Dan Digital, 1(4), 1–16.
Ramadhani, A. I., & Yeni, H. (2026). Penerapan Customer Relationship Manajemen (CRM) untuk Meningkatkan Loylitas Pelanggan pada PT. Rekind Daya Mamuju. JUKONI: Jurnal Ilmu Ekonomi Dan Bisnis, 3(1), 14–19.
Sevira, I. C., Agustin, H., & Zhulqurnain, M. R. I. (2025). Maintain Customer Loyalty with Customer Relationship Management Approach: A Study of PT Fast Food Indonesia Tbk Surabaya Division. International Journal of Business and Management Technology in Society, 3(1), 42–51.
Sugiyono. (2022). Metode Penelitian Kualitatif, Kuantitatif, dan R&D. Alfabeta. Suwandi, E. A., Mutohar, P. M., & Suijianto, A. E. (2023). Implementasi Customer Relationship Management (CRM) dalam Meningkatkan Pelayanan dan Loyalitas Pelanggan. 1(1), 1–11.
Wijaya, V., Tarigan, F. A., & Lim, T. S. (2025). Pengaruh Kepercayaan Pelanggan dan Customer Relationship Management (CRM) terhadap Loyalitas Pelanggan dalam Pembelian Obat – Obatan pada Apotek Mutiara Farma. EKUILNOMI: Jurnal Ekonomi Pembangunan, 7(3), 649–655.
Wulandari, A., & Rahmi, V. A. (2025). Analisis Strategi Customer Relationship Management dalam Membangun Loyalitas Pelanggan pada Bisnis Dearly Cake. Jurnal Lentera Bis, 14(1), 39–49. https://doi.org/10.34127/jrlab.v14i1.1289
