| dc.contributor.advisor | Dewi, Intani | |
| dc.contributor.author | Alanasry, Hawina Siti | |
| dc.date.accessioned | 2026-08-03T07:36:40Z | |
| dc.date.available | 2026-08-03T07:36:40Z | |
| dc.date.issued | 2026 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/176875 | |
| dc.description.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 | |
| dc.description.abstract | 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 | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Analisis Preferensi Konsumen dan Optimalisasi Customer Relationship Management untuk Peningkatan Customer Lifetime Value di PT. XYZ | id |
| dc.title.alternative | Consumer Preference Analysis and Customer Relationship Management Optimization to Improve Customer Lifetime Value at PT. XYZ | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Customer Lifetime Value (CLV) | id |
| dc.subject.keyword | Customer Relationship Management (CRM) | id |
| dc.subject.keyword | Loyalty | id |
| dc.subject.keyword | Preference | id |
| dc.subject.keyword | Segmentation | id |
| dc.subtype | Undergraduate Theses | |
