Application Of Customer Relationship Management Through the Concept of Technology Adoption in the Broiler Jaya Broad Marketing Program

Ninda Nurfaizah; Endy Gunanto Marsasi

doi:10.30737/ekonika.v9i1.4862

Authors

Ninda Nurfaizah UNIVERSITAS ISLAM INDONESIA
Endy Gunanto Marsasi Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia https://orcid.org/0000-0002-4130-7645

DOI:

https://doi.org/10.30737/ekonika.v9i1.4862

Keywords:

Digital Marketing, Costumer Relationship Management, Technology Adoption, Broad Marketing

Abstract

This research aims to study and analyze market conditions for broiler meat and factors that influence production, price, and demand for broiler chicken meat. After that, this research makes the right business design for the Jaya Broiler Chicken Business by optimizing the Broad Marketing Broiler Jaya program. This research was conducted at the Jaya Broiler Chicken Business house, Magelang, for six months. In completing the research, researchers used a qualitative approach and the data was obtained in three ways, observation, documentation in the form of photos and videos, and interviews. Innovation in digital marketing and processed products such as shredded chicken helps Broiler Jaya attract customers and increase sales turnover. Research recommends using technology such as Technology Adoption and Customer Relationship Management (CRM) in the Broad Marketing Broiler Jaya program to increase sales, implement digital marketing, and improve customer service.

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Author Biography

Endy Gunanto Marsasi, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 UGM di tahun 1995, dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta: 6805327; Id Google Scholar: jbFhpvIAAAAJ; Id Scopus: 57224778678; Id Researcher (WOS): GQA-4768-2022; Id Garuda : 3306613; Id Orchid: 0000-0002-4130-7645

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