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"Penelitian ini bertujuan untuk menganalisis dan memetakan bentuk-bentuk keterlibatan pelanggan (customer engagement) dalam online brand community Netflix Indonesia di platform media sosial Twitter. Studi ini berfokus pada konten yang diunggah oleh akun Twitter @NetflixID dari Maret hingga Mei 2023. Hasil penelitian menunjukkan bahwa Netflix Indonesia secara konsisten mempromosikan judul-judul tayangan film dan serial yang ada dalam platformnya sebagai strategi untuk meningkatkan customer engagement. Konten dengan kombinasi teks dan foto, teks dan video, serta foto dan video berhasil meraih total interaksi yang signifikan dari pengikut Netflix Indonesia di Twitter. Selain itu, konten yang menggabungkan elemen visual dan teks dinilai lebih berhasil dalam mengajak pengikut untuk berinteraksi. Temuan ini sejalan dengan penelitian sebelumnya yang menunjukkan bahwa konten yang menghibur dan memiliki manfaat ekonomi dapat meningkatkan customer engagement.

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This study aims to analyze and map the forms of customer engagement in the online brand community of Netflix Indonesia on the social media platform Twitter. The study focuses on the content uploaded by the Twitter account @NetflixID from March to May 2023. The findings show that Netflix Indonesia consistently promotes film and series titles available on its platform as a strategy to enhance customer engagement. Content combining text and photos, text and videos, as well as photos and videos, achieved significant total interactions from Netflix Indonesia's Twitter followers. Moreover, content that combines visual and textual elements was deemed more successful in engaging followers. These findings align with previous research indicating that entertaining and economically beneficial content can enhance customer engagement. "

"Perkembangan teknologi dan media kini menyebabkan terjadinya perubahan dalam berbagai bidang kehidupan, termasuk dunia industri. Bisnis mulai merambah menuju digital, baik dalam cara penjualan maupun promosi. Salah satunya muncul sektor industri E-Commerce seperti Tokopedia dan berbagai kompetitor lainnya. Dalam menghadapi persaingan bisnis tersebut setiap perusahaan berusaha melakukan strategi komunikasi terbaik untuk menarik perhatian pelanggan. Salah satu cara yang sering digunakan yaitu dengan menerapkan customer relationship management (CRM) di media sosial. CRM dapat membantu perusahaan untuk membangun hubungan baik dengan pelanggan dan mendorong customer engagement. Demi tercapainya tujuan tersebut, perusahaan biasanya bekerja sama dengan celebrity endorser agar pesan yang ingin disampaikan melalui berbagai media dapat mencapai publik yang luas. Tujuan penulisan makalah ini adalah untuk menjelaskan usaha Tokopedia dalam menerapkan CRM di media sosial Twitter dengan bantuan celebrity endorser untuk meningkatkan customer engagement. Metode yang digunakan adalah analisis konten pada akun Twitter @tokopedia. Berdasarkan analisis tersebut ditemukan bahwa akun @tokopedia telah menerapkan CRM dengan baik, namun cenderung fokus kepada marketing saja. Jenis konten yang diunggah beragam, namun jumlah dan jenis engagement dalam setiap konten berbeda-beda. Engagement tinggi umumnya ada pada konten-konten yang terkait dengan selebriti asal Korea Selatan sebagai endorser.

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The rapid growth of technology and media now led to changes in various field of life, including industry. Business are starting to go digital, both in terms of sales and promotion. One of example is E-Commerce industry has emerged, such as Tokopedia and other competitiors. In facing this business competition, every company tries to implement the best communication strategy to attract customer’s attention. One method that often used is by implementing customer relationship management (CRM) on social media. CRM helps companies to build good relationships with their customers and encourage customer engagement. In order to achieve these goals, companies usually work with celebrity endorser so the messages they want to convey through various media can reach wide publics. The purpose of writing this paper is to explain Tokopedia’s efforts in implementing CRM on Twitter with the help of celebrity endorsers to increase customer engagement. The method is content analysis on @tokopedia Twitter account. Based on this analysis, the result is @tokopedia has implemented CRM quite well, but tends to focus only on marketing. The types of content uploaded vary, but the number and type of engagement in each content varies too. High engagement generally exists on content related to South Korean celebrities as endorsers.

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"ABSTRAKMakalah ini membahas mengenai strategi customer brand engagement yang dilakukan oleh Netflix Indonesia melalui media sosial Instagram. Hal ini didasari pada rendahnya minat masyarakat Indonesia terhadap layanan Video on Demand berbayar seperti yang ditawarkan oleh Netflix dibandingkan dengan layanan Video on Demand gratis, sehingga dibutuhkan strategi customer brand engagement yang baik untuk menarik perhatian dan minat masyarakat. Dalam mencapai objektifnya, Netflix Indonesia menerapkan strategi humor appeal marketing yang berpotensi untuk mendapatkan tingkat customer brand engagement yang baik, strategi ini meliputi dimensi kognitif, dimensi emosional dan dimensi behavioral. Hasil analisis pada makalah ini adalah humor appeal marketing berpotensi untuk meningkatkan customer brand engagement Netflix Indonesia, serta ditemukan bahwa Netflix Indonesia menargetkan dimensi kognitif melalui konten visual, dimensi emosional melalui penulisan caption, dan dimensi behavioral melalui konten ajakan. Selain itu, Netflix Indonesia juga dilihat paling banyak menerapkan konten visual yang menargetkan dimensi kognitif berdasarkan banyaknya unggahan konten visual yang membutuhkan konsentrasi audiens.

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ABSTRACTThis paper discusses the customer brand engagement strategy carried out by Netflix Indonesia through social media Instagram. This is based on the low interest of the Indonesian people towards paid Video on Demand services such as those offered by Netflix compared to the free Video on Demand services, therefore a good customer brand engagement strategy is needed to attract the attention of the public. In achieving its objectives, Netflix Indonesia applies a humor appeal marketing strategy that has the potential to get a good level of customer brand engagement, this strategy includes cognitive dimensions, emotional dimensions and behavioral dimensions. The results of the analysis done in this paper are that humor appeal marketing has the potential to increase Netflix Indonesias customer brand engagement, and it was found that Netflix Indonesia targeted cognitive dimensions through visual content, emotional dimensions through caption writing, and behavioral dimensions through solicitation content. In addition, Netflix Indonesia is also seen using the visual content the most to target cognitive dimensions based on the number of uploads of visual content that requires audience concentration."

"Keberhasilan m-wallet dalam memberikan layanan yang sesuai dengan harapan pelanggan tidak hanya dilihat dari peningkatan jumlah pengguna, tetapi juga dari sisi bagaimana menjaga retensi pengguna dalam menggunakan aplikasi, salah satunya adalah dengan mengevaluasi sisi customer experience. Penelitian ini bertujuan untuk mengidentifikasi determinan dari customer experience (CX) dan bagaimana implikasi customer experience (CX) terhadap customer loyaty dan continue usage intention, dimana penelitian difokuskan pada pada aplikasi mobile wallet (m-wallet). Penelitian ini menggunakan jenis penelitian deskriptif dan teknik survei secara online terhadap 342 responden. Kemudian data diuji menggunakan metode Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukan bahwa delapan dari 21 hipotesis dinyatakan signifikan, di mana terdapat masing-masing pengaruh yang signifikan dari trust, convenience, social influence, application attributes, dan responsiveness terhadap customer experience, kecuali customer support. Customer experience juga memiliki pengaruh yang signifikan dengan customer loyalty dan continue tusage intention. Kemudian variabel moderasi usia dan gender ditemukan tidak memoderasi masing-masing hubungan trust, convenience, social influence, application attributes, customer support, dan responsiveness terhadap customer experience. Hasil penelitian ini akan berkontribusi pada literatur tentang Customer Experience (CX) dan akan membantu penyedia layanan m-wallet dalam mengenali pentingnya CX dan merancang strategi membangun customer experience yang tepat.

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The success of m-wallet in providing services that meet customer expectations is not only seen from the increase in the number of users but also in terms of how to maintain user retention in using applications, one of which is by evaluating the customer experience side. This study aims to identify the determinants of customer experience (CX) and how the implications of consumer experience (CX) on customer loyalty and continued usage intention, where the object of this research is a mobile wallet application (m-wallet). This study uses descriptive research and online survey techniques with 342 respondents. Then the data was tested using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The results showed that eight of the 21 hypotheses were significant. Each significantly influenced trust, convenience, social influence, application attributes, and responsiveness towards customer experience, except for customer support. Customer experience also significantly influenced customer loyalty and continued service intention. Then the moderating variables of age and gender were found not to moderate the relationships of trust, convenience, social influence, application attributes, customer support, and responsiveness toward customer experience. The results of this study will contribute to the literature on Customer Experience (CX) and assist m-wallet service providers in recognizing the importance of CX and designing strategies to build the right customer experience."

"Skripsi ini membahas penerapan konsep dan aktivitas Customer Relationship Management (CRM) dalam layanan rujukan di Perpustakaan Universitas Indonesia sebagai strategi meningkatkan kepuasaan pengguna. Penelitian ini bertujuan untuk mengidentifikasi penerapan CRM pada jasa layanan rujukan di Perpustakaan Universitas Indonesia dan memahami proses interaksi antara pustakawan rujukan dengan pengguna perpustakaan pada operasional jasa layanan rujukan dalam upaya memberikan kepuasan kepada pengguna melalui kerangka kerja CRM. Penelitian ini adalah penelitian kualitatif deskriptif dengan menggunakan metode studi kasus. Hasil penelitian menunjukkan bahwa layanan rujukan belum sepenuhnya memiliki komponen-komponen pelayanan dalam CRM. Penelitian ini menyarankan bahwa Layanan Rujukan Perpustakaan UI dapat memanfaatkan database anggota Perpustakaan UI sebagai sarana pengidentifikasian pengguna, melakukan seleksi terhadap pengguna melalui frekuensi kunjungan pengguna ke koleksi dan layanan perpustakaan lainnya, layanan rujukan Perpustakaan UI hendaknya memanfaatkan website perpustakaan dalam memberikan informasi terbaru mengenai koleksi yang disediakan, dan memenuhi komponen CRM yang tidak dimiliki.

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This thesis discusses the applicability of the concept and activities of Customer Relationship Management (CRM) on reference service at the University of Indonesia Library as a strategy to improve user satisfaction. This research aims to identify the implementation of CRM on reference service in the University of Indonesia Library and understand the interaction process between reference librarians with library users on reference services operational in an effort to provide satisfaction for the users through a CRM framework. This research was a descriptive qualitative research by using the case study method.

The results showed that the reference service has not been fully service components within CRM. This research suggests that UI Library reference services should utilize the UI Library members database as a means of identifying users, perform selection of the user through the user's visits to the collection frequency and other library services, UI Library Reference Service should utilize the library's website to provides updated information on the provided collection, and fulfill CRM components which is not possessed."

"Kemajuan teknologi informasi menghasilkan berbagai pilihan dalam mengakses informasi termasuk membaca buku. Peningkatan jumlah pembaca yang beralih ke buku elektronik mengakibatkan angka penjualan buku cetak mengalami penurunan meskipun tidak signifikan pada beberapa tahun terakhir. PT Gramedia Asri Media merupakan salah satu perusahaan ritel buku di Indonesia. Gramedia menerapkan CRM dengan menerbitkan kartu member Kompas Gramedia Value Card KGVC . Promosi ataupun penawaran yang diberikan belum mampu meningkatkan transaksi buku member KGVC. Penelitian ini bertujuan untuk membuat segmentasi pelanggan pada Customer Relationship Management di PT Gramedia Asri Media. Proses data mining dilakukan dengan melakukan clustering menggunakan algoritma K-means untuk segmentasi pelanggan berdasarkan RFM, serta algoritma hierarchical clustering untuk segmentasi pelanggan berdasarkan banyaknya jenis buku. Evaluasi terhadap hasil cluster menggunakan elbow method, silhouette method, dan Calinski-Harabasz index.Segmentasi pelanggan berdasarkan RFM menghasilkan 2 cluster yang optimal, yaitu occasional customers dan dormant customers. Sementara itu, segmentasi pelanggan berdasarkan banyaknya jenis buku yang dibeli menghasilkan 3 cluster yang optimal, yaitu rendah, sedang, dan tinggi. Dengan hasil penelitian ini, diharapkan dapat membantu perusahaan dalam mengelompokkan pelanggan untuk menentukan strategi yang sesuai sehingga dapat meningkatkan jumlah transaksi buku member KGVC.

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Advances in information technology produces wide range of choices in accessing information including reading books. The increase in the number of readers who turning to electronic books making sales of printed books has decreased although not significant in the recent years. PT Gramedia Asri Media is one of book retail company in Indonesia. Gramedia implement CRM by launching a member card named Kompas Gramedia Value Card KGVC . Promotion or offer given has not been able to increase book transaction of KGVC members.

This research focus on make customer segmentation in Customer Relationship Management at PT Gramedia Asri Media.Data mining process is done by clustering using K means algorithm for segmenting customers based on RFM, as well as hierarchical clustering algorithms for segmentation of customers based on the number of books type. Evaluation is done on cluster result using elbow method, silhouette method, and Calinski Harabasz index.

Customer segmentation based on the RFM produce two optimal clusters, occasional customers and dormant customers. While customer segmentation based on the number of types of books purchased produce 3 optimal cluster, namely low, medium, and high. With these results, it is expected to help the company in classifying customers to determine the appropriate strategies, so company can increase the number of books transactions from KGVC members."

"Customer saat ini memiliki pengetahuan, power, dan pengaruh yang luar biasa sehingga tidak berlebihan jika perusahaan harus selalu menjadikan customer sebagai pusat dari bisnis yang dijalankan. Maka, kegiatan yang melibatkan customer sangat penting dalam upaya menjalin hubungan yang lebih baik antara perusahaan dengan customer-nya. Penelitian ini bertujuan untuk menjelaskan bagaimana pengaruh customer engagement terhadap customer relationship pada member program Love Your Body dari The Body Shop. Kemudian juga melihat dimensi customer engagement apa yang paling mempengaruhi pembentukan customer relationship. Penelitian ini menggunakan metode pendekatan kuantitatif dengan paradigma positifis. Yang menjadi populasi penelitian adalah customer The Body Shop. Kemudian dengan menggunakan teknik purposive dan snowball, penelitian ini memiliki 100 orang member dari program Love Your Body - The Body Shop sebagai sampel. Teknik pengumpulan data menggunakan teknik survei dengan kuesioner. Hasil penelitian ini menunjukkan bahwa customer engagement mempengaruhi customer relationship, tetapi terdapat juga pengaruh dari variabel lain yang tidak diteliti dalam penelitian ini sehingga terlihat bahwa konsep customer engagement yang berasal dari Barat perlu penyesuaian di Indonesia. Dimensi dedication dan interaction menjadi dimensi yang berpengaruh terhadap customer relationship dimana dimensi dedication memberikan pengaruh paling kuat. Sedangkan dimensi absorption dan vigor terbukti tidak berpengaruh terhadap pembentukan customer relationship. Penelitian ini merekomendasikan agar The Body Shop menciptakan penyebaran informasi yang lebih personal dan membangun program event yang lebih interaktif untuk memotivasi keikutsertaan para member.

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Customers now have such a great knowledge, power, and influence, so that a company should make their customers as the center of business. Thus, engagement activity to customers is important to build better relationship with them. This study aimed to examine the effect of customer engagement to customer relationship to the members of Love Your Body program from The Body Shop and also explains which independent variable have the most effect to the dependent variable. This study used a quantitative approach with positivism paradigm. Using survey with purposive sampling and snowball sampling method, this study had 100 members of Love Your Body program as the sample. Techniques of data collection used survey techniques by distributing questionnaires.

The results of this study indicate that the relationship affects customer engagement, but there are effects of other variables not examined in this study which show a need of adjustment to customer engagement concept in Indonesia. Dedication and interaction are two dimensions that significantly affect the relationship variable. While the dimensions of absorption and vigor shown to have no effect on the formation of customer relationship. The dimension of dedication has the most effect to the customer relationship variable. This study recommends that The Body Shop should create more personalized information to their members and build a more interactive event program to motivate the participation of the members."

"Penelitian ini ingin menggambarkan proses penerapan Customer Relationship Management (CRM) untuk membentuk loyalitas pelanggan di konsultan jasa BUMN, yaitu PT Energy Management Indonesia (Persero). Pene!itian ini adalah pene!itian knalitatif dengan desain deskriptif analitis. Hasil penelitian menyaran.kan bahwa konsultan hams mampu menghantarkan nilai jasa yang memilild difurensiasi seloras dengan kebutuhan dan keinginan pelanggannya, kemudian digrdirkan dengan saluran komunikasi pribadi yang tepa! akan terbentuk reputasi perusahaon. Reputasi ini yang membuat konsultan banyak diperbinenngkan sahingga dapat membentuk sikap positif, persepsi bail<, sena kepercayaan pada benak pengguna jasa. Pengalaman baik pengguna jasa juga mernbentuk kepuasan pelanggan yang pada akhimya berpotensi meraih kesetiaan pelanggan.

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This research is designed to analyze the process of Customer Relationship Management in forming a customer loyalty in a state-owned consultant company, PT Energy Management Indonesia {Persero). This is a qualitative research with analytic descriptive design. The result of this research conveys that consultant/ hm; to serve the customer in a good manner. than it will be spread by appropriate personal communication chmmels. such as word of with and personal selling. As a result, the reputation grows. It will surely affect positive view, good perception. and trust of the costumers. Trust and fine experiences that gained have a potential tendency to get customer satisfaction, which at the entry would highly possible reach the customer loyalty."

"Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh customer relationship management (CRM) terhadap loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 anggota GFF pada maskapai Garuda Indonesia di Jakarta dengan menggunakan metode non-probability sampling serta teknik purposive. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan simple regression. Hasil penelitian ini menunjukkan bahwa CRM memiliki pengaruh yang tidak signifikan terhadap loyalitas pelanggan. CRM mempengaruhi loyalitas pelanggan sebesar 6%, dan sisanya sebesar 94% dipengaruhi oleh faktor lain. Dapat dikatakan bahwa pengaruh CRM terhadap loyalitas pelanggan sangat kecil.

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The objective of this research is to analyze how the effect of customer relationship management toward customer loyalty. This research applied quantitative approach. The sample of this research is 100 GFF members from Garuda Indonesia Airlines in Jakarta, collected using non-probability sampling and purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that customer relationship management does not have have a significant effect toward customer loyalty. Customer relationship management affect customer loyalty by 6%, and the rest 94% effected by some other factor. The conclusion is, the effect of CRM toward customer loyalty is very low."

"Indonesia telecommunication industry has grown rapidly. This growth has increased the competition level in telecommunication industry. indonesia has 3 type of telecommunication services which are fixed line, wireless cellular and lixcd wireless. This cellular telecommunication market has become the largest telecommunication industIy. ln today competition level, if the telecommunication operator want to have high profit, they should have precise marketing strategy. Customer Relationship Management (CRM) concept gives a method to improve customer loyalty by giving special service to those who are worth. Customer loyalty will give the company higher profit than customer acquisition. To make this C RM strategy effective, companies should evaluate their customer value betbre they implement CRM. The purpose of this research is to find the customer prolile who gives more contribution and higher loyalty to the company and segmenling the market using customer value so the company could target thc segment with CRM programs.This research is conducted to cellular telecommunication custotner in Jakarta. Bogor, Tangerang, and Bekasi. This research use one way ANOVA to evaluate the correlation of customer prolilc and the profit that customer gives to the company. In evaluate the customer value, l use lifetime value model which was developed by Hyunseok Hwang, Tacsoo Jung, and Euiho Suh, from Science and Technology University, South Korea, by ignoring the probability of future customer contribution change.This research shows that only customer age and customer workplace which give significant effect to customer contribution level or customer loyalty level. This research is also shows that cellular telecommunication customers in Jakarta. Tangerang. Bogor and Bekasi give low contribution to the cellular operator company, even though they have high loyalty level."