Analisis Preferensi Konsumen dan Optimalisasi Customer Relationship Management untuk Peningkatan Customer Lifetime Value di PT. XYZ

Abstract

PT. XYZ merupakan perusahaan Food & Beverage yang memproduksi susu pasteurisasi siap minum dan telah menerapkan program loyalitas pelanggan sebagai bagian dari Customer Relationship Management (CRM). Namun, pemanfaatan data pelanggan masih belum optimal untuk segmentasi dan promosi sesuai preferensi konsumen. Penelitian ini bertujuan menganalisis preferensi konsumen, penerapan CRM, serta pengaruh CRM terhadap Customer Lifetime Value (CLV). Metode yang digunakan adalah kuantitatif dengan analisis deskriptif dan regresi linear sederhana terhadap 50 responden pelanggan program loyalitas. Hasil penelitian menunjukkan bahwa kualitas dan variasi produk menjadi faktor utama preferensi konsumen. CRM terbukti berpengaruh positif dan signifikan terhadap CLV dengan nilai signifikansi <0,001. Optimalisasi CRM melalui segmentasi pelanggan dan promosi berbasis preferensi konsumen dapat meningkatkan loyalitas, pembelian ulang, serta efektivitas pemasaran perusahaan

PT. XYZ is a Food & Beverage company that produces ready-to-drink pasteurized milk and has implemented a customer loyalty program as part of its Customer Relationship Management (CRM) strategy. However, the utilization of customer data is still not optimal for customer segmentation and promotional activities based on consumer preferences. This study aims to analyze consumer preferences, the implementation of CRM, and the effect of CRM on Customer Lifetime Value (CLV). The research used a quantitative method with descriptive analysis and simple linear regression involving 50 respondents from the loyalty program customers. The results show that product quality and product variety are the main factors influencing consumer preferences. CRM was proven to have a positive and significant effect on CLV with a significance value of <0.001. Optimizing CRM through customer segmentation and promotions based on consumer preferences can improve customer loyalty, repeat purchases, and the effectiveness of the company’s marketing activities