Strategi Customer Relationship Management Berbasis Digital di UMKM Fraise Cakery untuk Peningkatan Kepuasan dan Loyalitas Pelanggan Digital-Based Customer Relationship Management Strategies in Fraise Cakery Bakery for Enhancing Customer Satisfaction and Loyalty

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Published: Sep 15, 2026
DOI: https://doi.org/10.33084/pengabdianmu.v11i9.12789
Keywords:
Customer Relationship Management Customer Satisfaction Customer Loyalty

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Farhan Aulya Putra
Universitas Pembangunan Nasional Veteran Yogyakarta
Erland Jeconia
Universitas Pembangunan Nasional Veteran Yogyakarta
Kurnia Aramita Azalia
Universitas Pembangunan Nasional Veteran Yogyakarta
Agus Ristono
Universitas Pembangunan Nasional Veteran Yogyakarta

Abstract

The development of digital technology encourages small and medium enterprises to become more adaptive in managing customer relationships, thereby improving competitiveness. Fraise Cakery, a culinary business, still faces challenges in managing customer relationships due to unstructured systems. This study focuses on the implementation of digital Customer Relationship Management using platforms such as WhatsApp Business, Instagram Business, and a simple customer database. Data were collected through observation, interviews, and questionnaires from 30 customers. Improvements can be seen in service quality, response speed, communication convenience, and the frequency of repeat purchases and customer interactions. More structured customer data management also enhances customer experience and strengthens long-term relationships. The implementation of a digital CRM provides a relevant approach to improving customer relationship management in a more effective and sustainable way.

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How to Cite
Putra, F. A., Jeconia, E., Azalia, K. A., & Ristono, A. (2026). Strategi Customer Relationship Management Berbasis Digital di UMKM Fraise Cakery untuk Peningkatan Kepuasan dan Loyalitas Pelanggan: Digital-Based Customer Relationship Management Strategies in Fraise Cakery Bakery for Enhancing Customer Satisfaction and Loyalty. PengabdianMu: Jurnal Ilmiah Pengabdian Kepada Masyarakat, 11(9). https://doi.org/10.33084/pengabdianmu.v11i9.12789
Issue
Vol. 11 No. 9 (2026): PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat
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Articles
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