Penggunaan model customer relationship management honeycomb of social media pada divisi digital and membership Hypermart = The use of customer relationship management honeycomb of social media models in digital and membership Hypermart

Hartoko, William (2020) Penggunaan model customer relationship management honeycomb of social media pada divisi digital and membership Hypermart = The use of customer relationship management honeycomb of social media models in digital and membership Hypermart. Bachelor thesis, Universitas Pelita Harapam.

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Abstract

Gaya hidup masyarakat urban yang cenderung berperilaku konsumtif sekaligus bersifat praktis membuat adanya perubahan perilaku berbelanja dari pasar tradisional ke pasar modern. Melihat fenomena ini persaingan dalam industri ritel menjadi ketat dan perang promosi bukanlah menjadi senjata utama bagi industri ritel, melainkan strategi untuk menjalin hubungan dengan konsumennya. Hypermart sebagai brand yang bergerak dalam industri ini telah menerapkan beberapa strategi Customer Relationship Management. Dengan melihat komplekstitas namun memiliki jaringan yang luas sekaligus biaya operasional yang lebih murah, membuat Hypermart menggunakan media sosial sebagai penerapannya dalam membangun hubungan. Hubungan ini menggambarkan hubungan antara Hypermart dengan konsumennya dalam berupa layanan. Sehingga dalam penerapannya, Hypermart akan mengumpulkan informasi konsumen dan menentukan siapa yang memberikan keuntungan yang lebih. Pengumpulan data ini memerlukan manajemen yang tepat agar mampu dijadikan sebagai bahan data untuk program kedepannya guna meningkatkan keuntungan. Model Honeycomb ini kerap diguanakan sebagai syarat program kuis maupun cara pengambilan data. Sehingga perusahaan mampu menjalin hubungan dengan konsumennya dengan pengeluaran yang lebih hemat. / The lifestyle of urban people who tend to behave in a consumptive as well as practical manner makes a change in shopping behavior from traditional markets to modern markets. Seeing this phenomenon, competition in this industry is becoming tighter and promotion is not the main weapon for this industry anymore, but rather a strategy to establish relationships with consumers. Hypermart as a brand engaged in this industry has implemented several strategies as the application of Customer Relationship Management. By looking at the complexities but having a wide network and at the same time cheaper operations, Hypermart uses social media as its application in building relationships. This relationship illustrates the relationship between Hypermart and its customers in the form of services. So in its application, Hypermart will collect consumer information and determine who gives more benefits. This data collection requires proper management to be able to be used as data material for future programs in order to increase profits. The management of social media used uses the Honeycomb of Social Media model which consists of seven blocks. This model is often used as a prerequisite for quiz programs and data collection methods. So the company is able to establish relationships with consumers with more economical spending.

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