Analisis Nilai Masa Hidup Pelanggan untuk Menerapkan Manajemen Hubungan Pelanggan (Studi pada PT XYZ)

https://doi.org/10.22146/abis.v6i3.59075

Hasan Hudaiby(1*), Hardo Basuki(2)

(1) Universitas Gadjah Mada, Yogyakarta
(2) Departemen Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Gadjah Mada, Yogyakarta
(*) Corresponding Author

Abstract


In order to generate profits, company must optimize the profitability of itscustomers. Each customer has different characteristics. Companies need customerrelationship management (CRM) to provide the best service which brings profits.PT XYZ is agriculture company who has competitive products but the volume ofsales and the number of customers decreased. This is a qualitative study with casestudy approach. A model developed by Gupta and Lehman (2005) is used tocalculate customer lifetime value (CLV). The results show that the frequency oftransactions is not automatically proportional to CLV. In addition, companies mustbe able to analyze CLV trends of each customer to maximize customer profitability.Moreover, the results found a perspective from company that sugar products willalways be sold out. The company does not have enough information technologydevices to support CRM. These factors are believed to inhibit CRMimplementation.

Keywords


Abis, Abisugm, Maksi,Maksiygm, Feb, FebUgm, Customer lifetime value, customer relationship management, customer profitability

Full Text:

PDF


References

DAFTAR PUSTAKABukuAnthony A. Atkinson, Robert S.Kaplan, Ella Mae Matsumura, S.Mark Young. 2012. ManagementAccounting: Information forDecision Making and StrategyExecution. 6th Edition. NewJersey: PearsonButtle, Francis A. 2007. ManajemenHubungan Pelanggan, Conceptand Technology. New York:Elesevier Science Publication.Cresswell, John W. 2016. ResearchDesign: Pendekatan MetodeKualitatif, Kuantitatif, danCampuran. Edisi 4. Yogyakarta:Pustaka Pelajar.Gupta, S., and Lehman., DR. 2005.Managing Custumer asInvestment: The StrategicValue of Customer in the LongRun. Pennsylvania: WhartonSchool Publishing.Kartajaya, Hermawan. 2006.Hermawan Kartajaya onTargeting. Edisi 9 ElemenMarketing. Bandung: MizanPustaka.Kincaid, W. Judith. 2003. ManajemenHubungan Pelanggan: GettingRight! Upper Saddle. NewJersey: Prentice HallKotler, Philip dan Gary Armstrong.2004. Dasar-Dasar Pemasaran.Edisi 9. dialihbahasakan olehAlexandre Sindoro. Jakarta: PTIndeksKotler, Philip and Kevin Lane Keller.2016. Marketing Management.15th Edition. Harlow:Pearson Education InternationalInc.Kumar, V. and W.J Reinartz. 2006.Customer RelationshipManagement: A DatabaseApproach. New York: PearsonPrentice Hall.Lovelock, Christoper and LaurentWright. 2002. Principle of ServiceMarketing and Management. 2ndEdition. New Jersey: PearsonEducation International Inc.Martin, E.W., Brown, C.V.,DeHayes, D.W., Hoffer, J.A.,Perkins, W.C. 2005.Manajemen hubunganpelanggan: ManagingInformation Technology. 5thEditrion. New Jersey: PearsonPrentice HallMoleong, L.J. 2011. MetodologiPenelitian Kualitatif. EdisiRevisi. Bandung: PTRemaja Rosdakarya.Mulyadi. 2007. Balance Scorecard:Alat Manajemen KontemporerUntuk PelipatgandaanKinerja Keuangan Perusahaan.Jakarta: Salemba EmpatNykamp, Melinda. 2001. TheCustomer Differential: TheComplete Guide ImplementingManajemen hubunganpelanggan. New York: Amacom.Sekaran, U., & Bougie, R. 2013.Research Methods for Business.16Chichester: John Wiley & SonsLtd.Solomon, M.R. 2007. ConsumerBehaviour: Buying, Having, andBeing. 4th Edition. New Jersey:Prentice Hall.Sugiyono. 2016. Metode PenelitianKuantitatif, Kualitatif dan R&D.Bandung: Alfabeta.Jurnal ArtikelBauer, H.H., Falk, T., andHammerschmidt, M. 2006. “ATransaction Process-basedApproach for Capturing ServiceQuality in Online Shopping”,Journal of Business Research.Volume 7, page 866-875.Gupta, S., and Donald., R.L. 2003.“Custumer as Asset”. JournalInteractive of Marketing.Volume 17, page 9-24.Safari, M., Forouzandeh, M.,Safahani, N. 2016. “An EmpiricalModel to Explain the Effect ofElectronic Manajemen hubunganpelanggan on Customer eSatisfaction and e-Loyalty:Evidence on Iranian ServiceShopping Website”, JournalInternet Banking and Commerce,Volume 21, page 1-11Sigalas, Christos. “Competitiveadvantage: the known unknownconcept” Journal of Strategy andManagement, Volume 6, 2015,page 4.Supriyadi, dan Winda Melanta. 2014.“Manajemen HubunganPelanggan dan LoyalitasKonsumen pada PT Shafira LarasPersada” Study ManagementResearch, Volume XI, No. 2Wang, Yonggui., Hong, Lo., Chi,Renyong., and Yang, Yonghen.2004. “An Integrated Frameworkfor Customer Value and CustomerRelationship ManagementPerformance: A Customer BasedPerspective from China”. JournalService Quality, Volume 14, No23, page 169-182.Peraturan NasionalRepublik Indonesia. 2017. PeraturanMenteri Perdagangan RepublikIndonesia Nomor 27/MDAG/PER/5/2017 TentangPenetapan Harga AcuanPembelian di Petani danHarga Acuan Penjualan diKonsumen.Republik Indonesia. 2015. PeraturanMenteri Perdagangan RepublikIndonesia Nomor 117/MDAG/PER/12/2015 TentangKetentuan Impor Gula.Referensi LainAnisa. 2011. Penerapan ManajemenHubungan Pelanggan padaLembaga English FirstYogyakarta. Thesis. UniversitasGadjah Mada.Anshory, S. 2010. AnalisisPerencanaan Sistem informasiManajemen hubungan pelangganpada Lembaga English FirstYogyakarta. Thesis. UniversitasGadjah Mada.Bank Indonesia. 2018. StatistikEkonomi dan KeuanganIndonesia. Diakses pada 26Februari 2018 pukul 20.19 WIB.https//www.bi.go.id/id/statistik/seki/terkini/moneter/Contents/Default.aspx17Deny, Septian. 2017. PerusahaanSwasta Bangun 25 Pabrik GulaBaru di RI, Ini Daftarnya. Liputan6. Diakses pada 26 Oktober 2017pukul 16.10 WIB.https://m.detik.com/news/kolom/2917278/nasib-pengelolaan-airdi-indonesia-pasca-pembatalanuu-sumber-daya-airDirektorat Pangan dan PertanianBadan PerencanaanPembangunan Nasional. 2013.Rencana Pembangunan JangkaMenengah Nasional BidangPangan dan Pertanian.Jakarta: Direktorat Pangan danPertanian.Lembaga Asosiasi Gula Indonesia.2017. “Berapa Produksi danImpor Gula Indonesia”.Diakses pada 25 Oktober 2017pukul 19.20 WIB.http://databoks.katadata.co.id/datapublish/2017/05/18/berapaproduksi-dan-impor-gulaindonesiaLondon International FinancialFutures and Options Exchange.2017. “White SugarFuture”. Diakses pada 29Oktober 2017 pukul 09.15 WIB.https://www.quandl.com/data/CHRIS/LIFFE_W1-White-SugarFuture-Continuous-Contract-1-W1-Front-Month.Maiercherindra, Daud. 2015.Pengukuran Nilai Masa HidupPelanggan untuk MeningkatkanProfitabilitas Pelanggan: Studipada Wisma MM UGM HotelConvention. Thesis, UniversitasGadjah mada.Sekretariat Jenderal KementerianPertanian Republik Indonesia.2016. Statistik Pertanian.Jakarta: Pusat Data dan InformasiSistem Pertanian.Subdirektorat Statistik PerdaganganDalam Negeri. 2016. DistribusiPerdagangan KomoditasGula Kristal putih Indonesia.Jakarta: Badan Pusat Statistik.Wright, Tom., dan SugiartiMeylinah., Indonesia SugarAnnual Report 2017.Jakarta: Global AgriculturalInformation NetworkSumber Data KeuanganPT XYZ. 2014. Rencana Kinerja danAnggaran Perusahaan 2014.PT XYZ. 2015. Rencana Kinerja danAnggaran Perusahaan 2015.PT XYZ. 2016. Rencana Kinerja danAnggaran Perusahaan 2016.PT XYZ. 2015. Laporan PenjualanPerusahaan 2014.PT XYZ. 2016. Laporan PenjualanPerusahaan 2015.PT XYZ. 2017. Laporan PenjualanPerusahaan 2016.KAP Wartono dan rekan. 2014.Laporan Audit Keuangan danKinerja PT XYZ Tahun Buku2013.KAP Sodikin dan Harianto. 2015.Laporan Audit Keuangan danKinerja PT XYZ Tahun Buku2014.KAP Wartono dan rekan. 2016.Laporan Audit Keuangan danKinerja PT XYZ Tahun Buku2015.



DOI: https://doi.org/10.22146/abis.v6i3.59075

Article Metrics

Abstract views : 860 | views : 2792

Refbacks

  • There are currently no refbacks.


View My Stats

 

 Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

______________________________________________________________________________________________________

2302 - 1500