Penerapan Customer Relationship Management dalam Kinerja Public Relations Situs Daily Deals Mbakdskon di Yogyakarta

KARTIKA, Ontin Fatma, I Gusti Ngurah Putra

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT Witnessing the increasing competition of the e-commerce business amid the opportunities created from soaring economic capacity, Internet access, and mobile phone penetration in Indonesia, the customer relationship management for the daily deals are becoming increasingly important. This study aims to describe how the implementation of customer relationship management in public relations performance of MbakDiskon, a daily deals site in Yogyakarta. Data collection was conducted in the area of Yogyakarta through interview, documentation, and archival footage techniques. This study takes as many as four people on MbakDiskon staff informants, one owner of MbakDiskon, and nine MbakDiskon customers from various backgrounds in age, education, and socioeconomics statuses. Qualitative analysis of the results of this research indicate a form of customer relationship management in MbakDiskon, which consists of the stages of identification, acquisition, retention, and customer development. MbakDiskon customer relationship management activities executed by the function and role of public relations are embedded in the vision and mission of the organization. While customers who become informants acknowledged the good relationship that exists thanks to MbakDiskon efforts to build customer satisfaction and loyalty, there are still some dissatisfactions when it comes to MbakDiskon services. In addition, each customer also has criticisms and suggestions to improve the quality of MbakDiskon customer service. Results of this study are expected to contribute to other studies in the future related to customer relationship management, especially in the realm of e-commerce and daily deals.

Kata Kunci : Public Relations