Penerapan Customer Relationship Management untuk Mempertahankan Customer Loyalty: Studi pada PT Fast Food Indonesia Tbk di Surabaya

Sevira, Imany Cinta (2025) Penerapan Customer Relationship Management untuk Mempertahankan Customer Loyalty: Studi pada PT Fast Food Indonesia Tbk di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

PT Fast Food Indonesia Tbk (KFC) merupakan perusahaan F&B terbesar di Indonesia yang mendominasi pasar dibandingkan pesaing utamanya, McDonald’s dan HokBen, baik dari sisi popularitas maupun jumlah kunjungan pelanggan. Meskipun pendapatan KFC lebih tinggi dibandingkan McDonald’s pada 2023, tren pendapatan menunjukkan penurunan di tahun 2024, sedangkan McDonald’s justru mengalami peningkatan. Pada kondisi persaingan di industri makanan dan minuman (F&B) yang sangat sengit dan kompetitif tersebut, penelitian ini bertujuan untuk menganalisis penerapan dari strategi Customer Relationship Management (CRM) yang diterapkan oleh PT Fast Food Indonesia Tbk serta mengidentifikasi faktor pendukung dan penghambat dalam implementasi CRM. Penelitian ini mengadopsi pendekatan kualitatif dengan metode studi kasus untuk menggali secara mendalam penerapan Customer Relationship Management (CRM) oleh PT Fast Food Indonesia Tbk dalam upaya mempertahankan customer loyalty. Metode pengumpulan data yang dilakukan oleh peneliti adalah wawancara dan observasi. Teknik triangulasi diterapkan untuk memperkaya interpretasi data dengan menggabungkan berbagai sumber informasi yang mendalam. Penelitian dilaksanakan di 7 store KFC cabang Kota Surabaya pada bulan Mei hingga Juni 2025. Subjek penelitian mencakup pihak internal perusahaan (manajer dan kasir) dan pihak eksternal perusahaan (pelanggan) yang terlibat langsung dalam penerapan CRM di PT Fast Food Indonesia Tbk.
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PT Fast Food Indonesia Tbk (KFC) is the largest food and beverage (F&B) company in Indonesia, dominating the market in terms of both popularity and customer visits compared to its main competitors, McDonald's and HokBen. Although KFC's revenue was higher than McDonald's in 2023, the revenue trend shows a decline in 2024, whereas McDonald's experienced an increase. In this highly competitive F&B industry, this study aims to analyze the implementation of Customer Relationship Management (CRM) strategies by PT Fast Food Indonesia Tbk and identify the supporting and inhibiting factors in CRM implementation. This research adopts a qualitative approach with a case study method to deeply explore the implementation of CRM by PT Fast Food Indonesia Tbk in its efforts to sustain customer loyalty. The data collection methods used by the researcher are interviews and observations. The triangulation technique is applied to enrich data interpretation by combining various in depth sources of information. The research will be conducted at 7 KFC outlets in Surabaya from May to June 2025. The subjects of the study include manager, cashier, and customers who are directly involved in the implementation of CRM at PT Fast Food Indonesia Tbk.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Relationship Management, Customer Loyalty, PT Fast Food Indonesia Tbk, KFC, Customer Relationship Management, Customer Loyalty, PT Fast Food Indonesia Tbk, KFC
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Imany Cinta Sevira
Date Deposited:	28 Jul 2025 03:25
Last Modified:	28 Jul 2025 03:25
URI:	http://repository.its.ac.id/id/eprint/121963

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