GDL

Business to business Customer Database Analysis Using RFM (Recency, Frequency, and Monetary) Models in PT Cakra Terang Indonesia

Tugas Akhir, 030 / 2020 / MPE
Undergraduate Theses from JBPTPPOLBAN / 2022-04-20 11:17:09
Oleh : Vera Aprilianti - 175231035 (vera.aprilianti.mpem17@polban.ac.id )
Dibuat : 2022-04-20, dengan 4 file

Keyword : Customer Relationship Management, RFM model, Segmentation, Customer Quintile Method, Weighted Method.
Subjek : CRM (Customer Relationship Management), Model RFM, Segmentasi, Metode Customer Quintile, Metode Weight.

Era disrupsi teknologi membuat kebutuhan menjadi mudah dan lebih cepat teratasi dengan adanya sistem kolaboratif antara mesin dan manusia. Teknologi memberikan banyak kemudahan bagi pemasar terutama dalam menjangkau dan mengelola pelanggan. Customer relationship management adalah salah satu strategi pemasaran dalam mengelola hubungan dengan pelanggan yang didukung oleh kemajuan teknologi. PT Cakra Terang Indonesia sebagai perusahaan food tech perlu menerapkan sistem teknologi CRM dalam mengelola pelanggan business to business mereka agar mendapatkan hasil yang maksimal pada setiap pelanggannya. Tujuan dari penelitian ini adalah merancang segmentasi, mengetahui karakteristik pelanggan dan membuat program pemasaran bagi pelanggan business to business PT Cakra Terang Indonesia. Proses penelitian ini menggunakan model RFM yang terdiri dari atribut recency, frequency, dan monetary. Terdapat dua metode yang digunakan dalam proses analisa yaitu model RFM metode customer quintile dan model RFM metode weight. Hasil analisa dengan menggunakan model RFM metode customer quintile menghasilkan 105 data pelanggan business to business yang memiliki 6 segmen berdasarkan pada karakteristik pelanggan. Sedangkan hasil analisa dengan menggunakan model RFM metode weight menghasilkan lima segmen berdasarkan pada tingkatan total weight RFM sehingga membentuk 15 segmen berdasarkan karakteristik pelanggan. Berdasarkan analisa segmen tersebut terbentuk strategi pemasaran yang dapat digunakan oleh PT Cakra Terang Indonesia dalam mengelola pelanggannya.

Deskripsi Alternatif :

The era of technological disruption makes needs easier and faster to be resolved with the collaborative system between machines and humans. Technology provides a lot of convenience for marketers, especially in reaching and managing customers. Customer relationship management is a marketing strategy in managing relationships with customers supported by technological advances. PT Cakra Terang Indonesia as a food tech company needs to implement a CRM technology system in managing their business to business customers to get maximum results for each customer. The purpose of this analysis is to create segmentation, determine customer characteristics and create marketing programs for business to business customers of PT Cakra Terang Indonesia. This analysis process uses an RFM model which consists of the attributes of recency, frequency, and monetary. There are two methods used in the analysis process, namely the RFM model with the customer quintile method and the RFM model with the weighted method. The results of the analysis using the customer quintile method RFM model resulted in 105 business to business customer data which has 6 segments based on customer characteristics. Meanwhile, the results of the analysis using the weight method RFM model produce five segments based on the level of the total weight of the RFM, thus forming 15 segments based on customer characteristics. Based on the segment analysis, a marketing strategy is formed that can be used by PT Cakra Terang Indonesia in managing its customers.

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