Perencanaan Strategis Electronic Social Customer Relationship Management untuk Peningkatan Keterlibatan Pelanggan

Marlline Callista, Sandy Kosasi, Irawan Wingdes, Gusti Syarifudin, I Dewa Ayu Eka Yuliani

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Perubahan perilaku pada konsumen menciptakan kebutuhan akan keterlibatan pelanggan. Namun, penggunaan media sosial yang belum maksimal dan akses informasi yang masih terbatas, membuat vihara kesulitan dalam memonitor dan merespon umatnya secara menyeluruh. Penelitian bertujuan merancang strategis e-SCRM dalam rangka meningkatkan keterlibatan umat dalam vihara. Metode penelitian menggunakan Design Science Research (DSR). Metode perencanaan strategis e-SCRM menggunakan Model Strategis SI/TI, serta RAD (Rapid Application Development) untuk perancangan artefak penelitian. Hasil pengujian menunjukkan perencanaan strategis e-SCRM mendapatkan nilai keterlibatan sebesar 112,56% dengan kategori Engagement Rate Value Range yaitu High Engagement Rate untuk akun dibawah 5000 pengikut, yang menunjukkan bahwa perencanaan strategis e-SCRM efektif dan memiliki potensi untuk digunakan meningkatkan keterlibatan umat vihara. 


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DOI: http://dx.doi.org/10.55635/jic.v8i2.162

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