CUSTOMER RELATIONSHIP MANAGEMENT DALAM MENINGKATKAN BISNIS HANDICRAFT DI KALIMANTAN TENGAH

Vivy Kristinae

Abstract


This study aims to improve the business performance of handicraft SMEs in Central Kalimantan with customer relationship management and dynamic marketing capabilities. The theory of dynamic capability research states that business performance is a measure of business success with dynamic capabilities with the business environment and the application of relationship-based business strategies with consumers. This type of research is quantitative and conducted on 100 SME business actors who produce attractive and quality handicrafts and culture-based products. Based on the results of the analysis with SEM AMOS shows that CRM can increase DMC significantly by 53%, DMC can increase BF significantly by 69%, and the CRM variable on BF is not significant directly. The implications of the results of this research can be a reference for handicraft businesses in Central Kalimantan to implement dynamic marketing and be able to survive in the midst of uncertain business turbulence with the existence of customer relationship management in improving business performance

Keywords


Customer Relationship Management, Dynamic Marketing Capability, Business Performance

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DOI: https://doi.org/10.33758/mbi.v16i2.1425

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