Database sistem informasi pemasaran berbasis strategi customer relationship marketing dalam membentuk loyalitas pelanggan pada perusahaan lilin cap Matahari di Surabaya

Stephanie, . (2005) Database sistem informasi pemasaran berbasis strategi customer relationship marketing dalam membentuk loyalitas pelanggan pada perusahaan lilin cap Matahari di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In this era of global competition, the success of a company is related to the information system which the company applies. A good information system will increase efficiency and effectiveness to the company's marketing. The purpose of this research is to compose a database Marketing Information System with the basis of CRM strategy, in order to design a Website which able customers to access the company quicker and easier, and by that build customers' loyalty. This research is using qualitative descriptive method in the scope of marketing activity in Lilin with Matahari (Sun) brand The research is carried out in the external and internal environment of Lilin Cap Matahari company, which includes the audience who will affect the result of this research. Since the research is a qualitative, one the number of the audience is not a compulsory term, but the most important things are a good relationship with the respondents; the quality of the information and data achieved; and the continuous analysis from the beginning to the end of the research. Basicly, Lilin Cap Matahari company has never had a Marketing Information System before, thus it is still operated manually. The research resulted: report of purchase and re-ordering frequency of each outlets; report of comparative purchase to each marketing regions; comparative purchase report of kinds of product by using the current selling media; comparative report between the company and competitors about kinds of product purchased by using the current selling media; and application of website media in the basis of CRM strategy, the new break through in marketing of this industry. The result, hopefully, can be used as a basic to analyze the competition map, so that it can create and also evaluate it an effective marketing strategy.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Database, marketing information system, customer relationship marketing, website
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:04
Last Modified: 26 Jun 2015 08:04
URI: http://repository.wima.ac.id/id/eprint/2608

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