ANALISIS TINGKAT PROFITABILITAS PELANGGAN UNTUK MENGELOLA AKTIVITAS PEMASARAN DAN PELAYANAN (Studi Pada Perusahaan Penyedia Benih Jagung Di Area Nusa Tenggara)
Keywords:
Customer Relationship Management, Profitabilitas Pelanggan, Perilaku Pelanggan, Time-Drive Activity-Based CostingAbstract
Penelitian ini bertujuan untuk menganalisis mengenai kebijakan manajemen hubungan pelanggan yang dijalankan oleh perusahaan penyedia benih jagung di Nusa Tenggara. Perusahaan perlu melakukan peningkatan pada CRM mereka sebagai langkah penguatan posisi perusahaan di Area Nusa Tenggara. Menurut Safari (2016), CRM merupakan aspek penting dalam mendukung proses penjualan, pemasaran, dan pelayanan di tengah semakin berkembangnya teknologi. Untuk membangun CRM yang memadai dan mendukung bisnis BS, dibutuhkan dasar yang relevan, salah satunya profitabilitas pelanggan. Penelitian ini dilakukan dengan pendekatan kualitatif untuk memahami fenomena secara mendalam. Selanjutnya, penentuan sample dijalankan dengan menggunakan purposive sampling. Adapun metoda pengumpulan data yang dijalankan peneliti selama proses penelitian yakni wawancara, observasi, analisis dokumen, dan kuesioner. Hasil penelitian menunjukkan bahwa PT BS belum mengukur nilai pelanggan sehingga peneliti melakukan pengukuran profitabilitas pelanggan Berdasarkan pengukuran profitabilitas pelanggan, maka terdapat beberapa sub-area yang harus dioptimalkan pelaksanaan aktivitas pemasarannya.
Downloads
Download data is not yet available.
References
Annisa. (2011). Penerapan Customer Relationship Management: Studi pada PT.Foodex Inti Ingredients. Tesis: Universitas Gadjah Mada.
Anshory, S. (2010). Analisis dan Perancangan Sistem Informasi Customer Relationship Management pada Lembaga Bahasa EF English First Yogyakarta. Tesis: Universitas Gadjah Mada.
Atkinson, A. A., Kaplan, R. S., Matsumura, E. M., & Young, S. M. (2012). Management Accounting: Information for Decision-Making and Strategy Execution. Upper Saddle River: Pearson Prentice Hall.
Baran, R. J., Galka, R. J., & Strunk, D. P. (2008). Principles of Customer Relationship Management. Ohio: Thomson South-Western.
Creswell, J. W. (2015). Research Design: Pendekatan Kualitatif, Kuantitatif, dan Mixed. Yogyakarta: Pustaka Pelajar.
Dennis , H., & Marcus, S. (2013). Profiting from Customer Relationship Management: The Overlooked Role of Generative Learning Orientation. Management Decision, Vol. 51, 1678-1700.
Direktorat Jenderal Tanaman Pangan Kementerian Pertanian RI. (2017). Petunjuk Pelaksanaan Budidaya Jagung 2017. Jakarta: Website Direktorat Jenderal Tanaman Pangan Kementerian Pertanian RI. Retrieved from Kementerian Pertanian RI.
Egan, J. (2001). Relationship Marketing: Exploring Relational Strategies in Marketing. Essex: Pearson Prentice Hall.
Gupta, S., & Lehmann, D. R. (2005). Managing Customer as Investments: The Strategic Value of Customers in the Long Run. United States of America: Wharton School Publishing.
Hansen, D. R., & Mowen, M. M. (2007). Managerial Accounting. United States of America: Thomson South- Western.
Hansen, D. R., & Mowen, M. M. (2015). Cornerstones of Cost Management. South-Western: Cengage Learning.
Kamila, I. (2016). Analisis Profitabilitas Pelanggan menggunakan Time-Driven Activity-Based Costing (Studi kasus pada Hotel Hyatt Regency Yogyakarta). Tesis: Universitas Gadjah Mada.
Kantsperger, R., & Kunz, W. H. (2010). Consumer Trust in Service Companies: A Multiple Mediating Analysis. Managing Service Quality: An International Journal, Vol. 20, 4-25.
Kaplan, R. S., & Anderson, S. (2007). Time- Driven Activity-Based Costing. United States of America: Harvard Business School Publishing Corporation.
Kim, J.-O., Forsythe, S., Gu, Q., & Jae Moon, S. (2002). Crossâ€cultural Consumer Values, Needs and Purchase Behavior. Journal of Consumer Marketing, Vol. 19, 481-502.
Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Upper Saddle River: Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2006). Marketing Management. New Jersey: Pearson Education.
Mowen, M. M., Hansen, D. R., & Heitger, D. L. (2016). Cornerstones of Managerial Accounting. Mason: CENGAGE Learning.
Mulyadi. (2007). Sistem Perencanaan dan Pengendalian Manajemen. Jakarta: Salemba Empat.
Peppers, D., & Rogers, M. (1999). Is Your Company Ready for One-to-One Marketing? Harvard Business Review 77, No. 1, 151-160.
Saelee, R., Jhundrain, P., & Muenthaisong, K. (2015). A Conceptual Framework of Customer Relationship Management Capability and Marketing Survival. Proceedings of the Academy of Marketing Studies, Vol. 19, No. 2, 94-105.
Safari, M., Forouzandeh, M., & Safahani, N. (2016). An Empirical Model to Explain the Effects of Elcetronic Customer Relationship Management on Customer e-Satisfaction and e- Loyalty: Evidence From Iranian Service Shopping Websites. Journal of Internet Banking and Commerce, Vol. 21, No. S2, 1-12.
Sekaran, U., & Bougie, R. (2013). Research Methods for Business. Chichester: John Wiley & Sons Ltd.
Solomon, M. R. (2007). Consumer Behavior: Buying, Having, and Being. Upper Saddle River: Pearson Prentice Hall.
Triest, S. v., Bun, M. J., Raaij, E. M., & Vernooij, M. J. (2009). The Impact of Customer-Specific Marketing Expenses on Customer Retention and Customer Profitability. Marketing Letters, Vol. 20, No. 2, 125-138.
Yin, R. K. (2009). Case Sudy Research: Design and Methods. United States of America: SAGE Publication, Inc.
Yin, R. K., & Davis, D. (2007). Adding New Dimensions to Case Study Evaluations: The Case of Evaluating Comprehensive Reforms. New Dimension for Evaluation, Vol. 113, 75-93.
Anshory, S. (2010). Analisis dan Perancangan Sistem Informasi Customer Relationship Management pada Lembaga Bahasa EF English First Yogyakarta. Tesis: Universitas Gadjah Mada.
Atkinson, A. A., Kaplan, R. S., Matsumura, E. M., & Young, S. M. (2012). Management Accounting: Information for Decision-Making and Strategy Execution. Upper Saddle River: Pearson Prentice Hall.
Baran, R. J., Galka, R. J., & Strunk, D. P. (2008). Principles of Customer Relationship Management. Ohio: Thomson South-Western.
Creswell, J. W. (2015). Research Design: Pendekatan Kualitatif, Kuantitatif, dan Mixed. Yogyakarta: Pustaka Pelajar.
Dennis , H., & Marcus, S. (2013). Profiting from Customer Relationship Management: The Overlooked Role of Generative Learning Orientation. Management Decision, Vol. 51, 1678-1700.
Direktorat Jenderal Tanaman Pangan Kementerian Pertanian RI. (2017). Petunjuk Pelaksanaan Budidaya Jagung 2017. Jakarta: Website Direktorat Jenderal Tanaman Pangan Kementerian Pertanian RI. Retrieved from Kementerian Pertanian RI.
Egan, J. (2001). Relationship Marketing: Exploring Relational Strategies in Marketing. Essex: Pearson Prentice Hall.
Gupta, S., & Lehmann, D. R. (2005). Managing Customer as Investments: The Strategic Value of Customers in the Long Run. United States of America: Wharton School Publishing.
Hansen, D. R., & Mowen, M. M. (2007). Managerial Accounting. United States of America: Thomson South- Western.
Hansen, D. R., & Mowen, M. M. (2015). Cornerstones of Cost Management. South-Western: Cengage Learning.
Kamila, I. (2016). Analisis Profitabilitas Pelanggan menggunakan Time-Driven Activity-Based Costing (Studi kasus pada Hotel Hyatt Regency Yogyakarta). Tesis: Universitas Gadjah Mada.
Kantsperger, R., & Kunz, W. H. (2010). Consumer Trust in Service Companies: A Multiple Mediating Analysis. Managing Service Quality: An International Journal, Vol. 20, 4-25.
Kaplan, R. S., & Anderson, S. (2007). Time- Driven Activity-Based Costing. United States of America: Harvard Business School Publishing Corporation.
Kim, J.-O., Forsythe, S., Gu, Q., & Jae Moon, S. (2002). Crossâ€cultural Consumer Values, Needs and Purchase Behavior. Journal of Consumer Marketing, Vol. 19, 481-502.
Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Upper Saddle River: Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2006). Marketing Management. New Jersey: Pearson Education.
Mowen, M. M., Hansen, D. R., & Heitger, D. L. (2016). Cornerstones of Managerial Accounting. Mason: CENGAGE Learning.
Mulyadi. (2007). Sistem Perencanaan dan Pengendalian Manajemen. Jakarta: Salemba Empat.
Peppers, D., & Rogers, M. (1999). Is Your Company Ready for One-to-One Marketing? Harvard Business Review 77, No. 1, 151-160.
Saelee, R., Jhundrain, P., & Muenthaisong, K. (2015). A Conceptual Framework of Customer Relationship Management Capability and Marketing Survival. Proceedings of the Academy of Marketing Studies, Vol. 19, No. 2, 94-105.
Safari, M., Forouzandeh, M., & Safahani, N. (2016). An Empirical Model to Explain the Effects of Elcetronic Customer Relationship Management on Customer e-Satisfaction and e- Loyalty: Evidence From Iranian Service Shopping Websites. Journal of Internet Banking and Commerce, Vol. 21, No. S2, 1-12.
Sekaran, U., & Bougie, R. (2013). Research Methods for Business. Chichester: John Wiley & Sons Ltd.
Solomon, M. R. (2007). Consumer Behavior: Buying, Having, and Being. Upper Saddle River: Pearson Prentice Hall.
Triest, S. v., Bun, M. J., Raaij, E. M., & Vernooij, M. J. (2009). The Impact of Customer-Specific Marketing Expenses on Customer Retention and Customer Profitability. Marketing Letters, Vol. 20, No. 2, 125-138.
Yin, R. K. (2009). Case Sudy Research: Design and Methods. United States of America: SAGE Publication, Inc.
Yin, R. K., & Davis, D. (2007). Adding New Dimensions to Case Study Evaluations: The Case of Evaluating Comprehensive Reforms. New Dimension for Evaluation, Vol. 113, 75-93.
Downloads
Published
2021-05-05
How to Cite
Seto, B. (2021). ANALISIS TINGKAT PROFITABILITAS PELANGGAN UNTUK MENGELOLA AKTIVITAS PEMASARAN DAN PELAYANAN (Studi Pada Perusahaan Penyedia Benih Jagung Di Area Nusa Tenggara). Akrab Juara : Jurnal Ilmu-Ilmu Sosial, 6(2), 201–213. Retrieved from https://akrabjuara.com/index.php/akrabjuara/article/view/1445
Issue
Section
Articles
