Literature Review: Marketing Management Innovation for Village Small and Medium Enterprises through Social Customer Relationship Management, Digitalization and Technology Guidance Assistance
DOI:
https://doi.org/10.35145/icobima.v2i1.3831Keywords:
Marketing Management Innovation, Village Small and Medium Enterprises, Literature ReviewAbstract
The aim of this research is to discuss innovation in marketing management of village Micro, Small and Medium Enterprises through social customer relationship management (SCRM), digitalization and technological guidance assistance. The method used is a systematic literature review method. Systematic literature reviews are used for the process of identifying, evaluating and interpreting research results relevant to research objectives that include research questions, topic areas and related phenomena. One of the main reasons for conducting qualitative research is because the research is exploratory in nature. Based on the discussion above, it can be concluded that social customer relationship management is defined as a business philosophy and strategy, supported by technology platforms, business rules, processes and social characteristics, which are designed to involve customers in collaborative conversations to deliver mutually beneficial value in a trusted and transparent business environment. Micro, small and medium enterprises need to maintain good relationships with customers and increase their loyalty through knowledge and fulfilling customer needs quickly and precisely. One of the keys for micro, small and medium enterprises to survive in today's competitive business world is through business digitalization, where micro, small and medium enterprises can take advantage of this to develop business performance. Government policy in the form of technical guidance training in the form of training for micro, small and medium enterprises is expected to strengthen the relationship between entrepreneurial marketing and marketing performance.
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References
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Tantular, A. P., Mardi, & Fauzi, A. (2023). The Role of Extrinsic Motivation as a Mediator between Job Market Considerations and Financial Rewards for Student Career Selection. Luxury: Landscape of Business Administration, 1(2), 61–77. https://firstcierapublisher.com/index.php/luxury/article/view/25
Thendywinaryo, C., Sidik, A., & Goenawan, F. (2021). Analisis Strategi Customer Relationship Management Untuk Mempertahankan Loyalitas Pelanggan Umkm Retail Non-Makanan Di Indonesia Timur (Studi Kasus Pada New Em Collection). Jurnal E-Komunikasi, 9(2).
Temporal, P., & Trott, M. (2002). Romancing The Customer: Memaksimalkan Nilai Merek Melalui Relationship Management. Salemba Empat.
Ali, H., & Lima Krisna, N. (2013). Metodologi Penelitian (Petunjuk Praktis untuk Pemecahan Masalah Bisnis, Penyusunan Skripsi, Tesis, dan Disertasi). Deepublish: Yogyakarta.
Alfarisi, A. M., & Mahendra, D. (2021). Rancang Bangun Sistem Informasi Penjualan Berbasis Customer Relationship Management (Crm) Pada Usaha Mikro Kecil Menengah (Umkm) Di Kabupaten Jepara. In Journal of Information System and Computer (Vol. 01).
Amanda, M., Febriani, R. P., & Reza, J. H. (2022). Analisis Strategi Customer Relationship Management Untuk Mempertahankan Loyalitas Pelanggan UMKM (Studi Kasus: Singgah Selalu & Rumah Kue Alifa). Bangkit Indonesia, XI(01).
Anggreani, R. A., Sumiati, A., & Mardi. (2023). The Relationship Between Family Environment and School Environment on Discipline of Student’s Majoring in Accounting at the East Jakarta Vocational High School. Interconnection: An Economic Perspective Horizon, 1(2), 59–67. https://firstcierapublisher.com/index.php/interconnection/article/view/32
Ardyan E (2016). Market sensing capability and SMEs performance: The mediating role of product innovativeness success. DLSU Business & Economics Review 25(2), 79–97.
Askool SS & Nakata K (2010). Scoping study to identify factors influencing the acceptance of social CRM. 2010 IEEE International Conference on Management of Innovation & Technology, 1055–1060. DOI: 10.1109/ICMIT.2010.5492888.
Cicik Harini & Yulianeu. (2019). Meningkatkan Kinerja Pemasaran UMKM Kota Semarang melalui Strategi Penetrasi Pasar. KRAITH-EKONOMIKA. 2 (1). 59 -66.
Connelly, B., Ireland, R. D., Reutzel, C. R., & Coombs, J. E. (2010). The Power and Effects of Entrepreneurship Research. Entrepreneurship: Theory and Practice, 131-149.
Fang S-R, Chang E, Ou C-C & Chou C-H (2014). Internal market orientation, market capabilities and learning orientation. European Journal of Marketing 48(1/2), 170–192. DOI:10.1108/EJM-06-2010-0353.
Greenberg P (2010). CRM at the speed of light: Social CRM strategies, tools, and techniques. McGraw-Hill, New York.
Hasan, G., Songsen Samuel, Y., Cinthya, L., Rusyen, K., Prastama, R., Tjoa, K., Studi Manajemen, P., & Bisnis dan Manajemen, F. (2023). Pengaruh Customer Relationship Management terhadap Kepuasan Pelanggan UMKM Kole-Koleh Anggraini pada Masa Pandemi. Jurnal Mirai Management, 8(2), 241–248.
Hasna, F., Zulaihati, S., & Sumiati, A. (2023). The Effect of Capital Intensity Ratio and Sales Growth to Tax Avoidance with Independent Commissioners as Moderating Variable (Empirical Study on Consumer Goods Industry Companies on the Indonesia Stock Exchange in 2021-2022). Nexus Synergy: A Business Perspective, 1(1), 72–83. http://firstcierapublisher.com/index.php/nexus/article/view/43
Junaedi, A. T., Renaldo, N., Yovita, I., Veronica, K., & Sudarno. (2023). Digital Culture as a Moderating Factor in Increasing Digital Literacy. Reflection: Education and Pedagogical Insights, 1(3), 116–127. http://firstcierapublisher.com/index.php/reflection/article/view/49
Komalasari, E., Program Studi Administrasi Perkantoran, D., & Program Studi Administrasi Publik, D. (2020). Analisis Pelaksanaan Customer Relationship Management Pada Usaha Kecil Dan Menengah Di Kota Pekanbaru. Jurnal Valuta, 6(1).
Lehmkuhl T & Jung R (2013). Towards social CRM-scoping the concept and guiding research. Proceedings of BLED 2013, 14.
Likoum SWB, Shamout MD, Harazneh I & Abubakar AM (2020). Market sensing capability, innovativeness, brand management systems, market dynamism, competitive intensity, and performance: An integrative review. Journal of the Knowledge Economy 11(2), 593–613. DOI: 10.1007/s13132-018-0561-x.
Mohan S, Choi E & Min D (2008). Conceptual modeling of enterprise application system using social networking and Web 2.0 “social CRM system.†2008 International Conference on Convergence and Hybrid Information Technology (pp. 237–244).
Pigg, K. E. (2002). Three Faces of Empowerment: Expanding the Theory of Empowerment in Community Development. Journal of the Community Development Society, 33(1), 107–123. https://doi.org/10.1080/15575330209490145.
Roisah, R., Iskandar, I., Mahanka, R., Trijumansyah, A., Bsi Jakarta, A., & Yunita, N. (2019). Upaya Meningkatkan Loyalitas Pelanggan Melalui Customer Relationship Management (Studi Kasus Pada Point Media Sejahtera). Jurnal Pengabdian Kepada Masyarakat, 2(Februari), 80–88. http://ejournal.bsi.ac.id/ejurnal/index.php/abdimas.
Rosalina, V., Mulyanah, Malik, A., & Perwitasari, E. (2017). Model Electronic Customer Relationship Management (E-CRM) Menggunakan Adaptasi Bahasa Lokal Pada Usaha Mikro Kecil Menengah (UMKM) Banten. Seminar Nasional Riset Terapan - SENASSET, 9–15.
Rusilawati, E. (2023). Mediation Effect of Work Motivation on the Relationship between Soft Skills and Hard Skills, and Impact on Employee Performance in Skincare Clinical. International Conference on Business Management and Accounting, 1(2), 475–483.
Slamet, R., Nainggolan, B., Roessobiyatno, R. (2016). Strategi Pengembangan UKM Digital dalam Menghadapi Era Pasar Bebas. Jurnal Manajemen Indonesia Volume 16.
Sudarwati, Y., Izzaty, dan, Pendidikan dan Pelatihan, P., Jenderal DPR Gedung Sekretariat Jenderal DPR RI, S. R., Jenderal Gatot Subroto, J., Penelitian, P., & Jenderal DPR Gedung Nusantara, S. R. (2022). MANAJEMEN HUBUNGAN PELANGGAN BAGI USAHA MIKRO, KECIL, DAN MENENGAH (Customer Relationship Management for Micro, Small, and Medium Enterprises). Jurnal Ekonomi & Kebijakan Publik, 13(1), 13–28.
Supriyatno, & Setiyawati, N. (2021). Pembangunan Aplikasi Mobile-Customer Relationship Management (M-CRM) Terintegrasi Pada UMKM. Jurnal IKRA-ITH INFORMATIKA, 5(2), 118–127.
Tantular, A. P., Mardi, & Fauzi, A. (2023). The Role of Extrinsic Motivation as a Mediator between Job Market Considerations and Financial Rewards for Student Career Selection. Luxury: Landscape of Business Administration, 1(2), 61–77. https://firstcierapublisher.com/index.php/luxury/article/view/25
Thendywinaryo, C., Sidik, A., & Goenawan, F. (2021). Analisis Strategi Customer Relationship Management Untuk Mempertahankan Loyalitas Pelanggan Umkm Retail Non-Makanan Di Indonesia Timur (Studi Kasus Pada New Em Collection). Jurnal E-Komunikasi, 9(2).
Temporal, P., & Trott, M. (2002). Romancing The Customer: Memaksimalkan Nilai Merek Melalui Relationship Management. Salemba Empat.
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Published
2023-11-25
