RELA TIONSHIP MAN A GEMENT

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CUSTOMER RELATIONSHIP MANAGEMENT USES IN E-COMMERCE BUTIK GRIYA GAYA

R . M . A g u n g H a r i m u r t i1* d a n A s t r i W u r a g i l2

'Balai Pengkajian dan Pengembangan Komunikasi dan Informatika (BPPKI), Yogyakarta, Jl. Imogiri Barat Km. 5, Yogyakarta 55187 - Indonesia, Telp: 0274-375253

2Teknik Informatika Program Pascasarjana STMIK AM1KOM Yogyakarta

Jl. Ring Road Utara Condong Catur Depok Sleman Yogyakarta - Indonesia, Telp: 0274 - 884201 email: [email protected], email: [email protected]

Naskah diterima tanggal 10 September 2014, direvisi tanggal 19 Oktobcr 2014, disetujui pada tanggal 4 November 2014

Abstract

CRM (Customer Relationship M a n a g e m e n t ) is a m a r k e t i n g strategy to create and m a i n t a i n a good relationship with the customer and reduce the l i k e l i h o o d of customers switching to a competitor's product, this study aims to analyzes the requirements ofdesign based on CRM in G r i y a G a y a using PHP as programming language and MySQL data basefor storing data. The results obtained a r e e-Commerce applications based CRM to manag ecustomer data, product promotion, product demand data, and management of discussion forums that a r e used to accommodate customer inquiries and complaints in order to create a good relationship with the customer. The implementation of these applications a r e expected to m a i n t a i n good relationships with customers and g a i n new customers, which ultimately brings benefits for the company.

Keywords: E-Commerce, CRM, Web Design

A b s t r a k

CRM {Customer Relationship M a n a g e m e n t ) merupakan strategi pemasaran untuk menciptakan dan mempertahankan suatu hubungan yang baik dengan customer dan mengurangi kemungkinan customer berpindah ke produk pesaing.TuIisan im* menganalisis kebutuhan perancangan e-business berbasis C R M di Butik Griya Gaya dengan menggunakan bahasa pemrograman PHP dan database MySQL sebagai penyimpan datanya. Hasil yang dicapai adalah aplikasi e-Commerce berbasis CRM yang dapat mengelola data customer, promosi produk, data permintaan produk, dan pengelotaan forum diskusi yang digunakan untuk menampung pertanyaan dan keluhan customer dalam rangka menciptakan hubungan baik dengan para

customer. Penerapan aplikasi ini diharapkan dapat menjaga hubungan baik dengan customer maupun mendapatkan customer

baru, yang akhirnya membawa keuntungan bagi perusahaan.

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Jurnal Masyarakat Telematika dan Informasi Vol. 5 No. 2 November 2014 Hal.: 197-208

P E N D A H U L U A N C R M {Customer Relationship Management) ( H o t l a n , 2 0 0 8 ) m e n d u k u n g s u a t u p e r u s a h a a n u n t u k m e n y e d i a k a n p e l a y a n a n k e p a d a p e l a n g g a n s e c a r a real time d e n g a n m e n j a l i n h u b u n g a n d e n g a n t i a p p e l a n g g a n y a n g b e r h a r g a m e l a l u i p e n g g u n a a n i n f o r m a s i t e n t a n g p e l a n g g a n . C R M d i b u a t d e n g a n t u j u a n s e b a g a i i n t e g r a s i d a r i p r o s e s s t r a t e g i p e n j u a l a n , p e m a s a r a n , d a n p e l a y a n a n y a n g t e r k o o r d i n a s i . C R M b e r f u n g s i m e n y i m p a n i n f o r m a s i p e l a n g g a n d a n m e r e k a m s e l u r u l i k o n t a k y a n g t e r j a d i a n t a r a p e l a n g g a n d a n p e r u s a h a a n , s e r t a m e m b u a t p r o f i t p e l a n g g a n u n t u k s t a f p e r u s a h a a n y a n g m e m e r l u k a n i n f o r m a s i t e n t a n g p e l a n g g a n t e r s e b u t . S e t i a p p e r u s a h a a n d i d i r i k a n b e r t u j u a n m e n d a p a t k a n k e u n t u n g a n y a n g s e m a k s i m a l m u n g k i n , t e t a p i t e r k a d a n g p e r u s a h a a n c e n d e r u n g m e l u p a k a n b a h w a customer m e r u p a k a n s a l a h s a t u a s e t y a n g s a n g a t b e r p e r a n p e n t i n g d a l a m m e m b a n t u p e n c a p a i a n t u j u a n t e r s e b u t , s e h i n g g a p e r u s a h a a n k u r a n g m e m p e r h a t i k a n customer-nya. K e b i a s a a n y a n g s e r i n g t e r j a d i a d a l a h p e m b e l i m e l a k u k a n t r a n s a k s i s e t e l a h t r a n s a k s i s e l e s a i , k e m u d i a n a n t a r a p e m b e l i d a n p e r u s a h a a n t i d a k t e r j a d i k o n t a k s e h i n g g a p e r u s a h a a n k e h i l a n g a n k e s e m p a t a n u n t u k m e n d a p a t k e u n t u n g a n y a n g l e b i h l a n j u t d a r i p e m b e l i y a n g s a m a . Customer m e m p u n y a i p e r a n y a n g p e n t i n g b a g i k e b e r l a n g s u n g a n s e b u a h p e r u s a h a a n , k a r e n a j i k a p e r u s a h a a n t i d a k m e n g e n a l customer b e s e r t a k e i n g i n a n n y a , d e n g a n m u d a h d i k a t a k a n p e r u s a h a a n t i d a k d a p a t m e m p e r t a h a n k a n l o y a l i t a s customer-r\ya. P e r s a i n g a n b i s n i s b i s a d i a r t i k a n s e b a g a i p e r s a i n g a n m e r e b u t h a t i customer. P e m e n a n g n y a b u k a n y a n g p a l i n g k u a t a t a u y a n g p a l i n g b e s a r , t e t a p i y a n g b i s a m e m u a s k a n h a t i customer. D a l a m p e r s a i n g a n b i s n i s y a n g s e m a k i n k e t a t i n i , p e r u s a h a a n p e r l u m e n y a d a r i b a h w a k e p u t u s a n customer u n t u k m e m b e l i b a r a n g , d i d a s a r k a n p a d a k u a l i t a s p r o d u k , h a r g a y a n g b e r s a i n g , d a n k u a l i t a s p e l a y a n a n y a n g b a i k . D e n g a n s e m a k i n k e t a t n y a p e r s a i n g a n a n t a r p e r u s a h a a n d a l a m m e n d a p a t k a n customer, b a n y a k p e r u s a h a a n b c r l o m b a - l o m b a m e n a r i k customer d e n g a n c a r a m e m b c r i k a n p e l a y a n a n y a n g b a i k k e p a d a customer, t e t a p i l a y a n a n y a n g t e r s e d i a k u r a n g b e r f o k u s p a d a k e b u t u h a n c i w f o m e r s e c a r a p e r s o n a l . H a l i n i m e n g a k i b a t k a n u s a h a y a n g m e r e k a l a k u k a n t i d a k m e n d a p a t k a n h a s i l y a n g o p t i m a l . O l e h k a r e n a i t u d i p e r J u k a n s u a t u s t r a t e g i d a l a m m e n j a l a n k a n p r o s e s b i s n i s y a n g m e n g o p t i m a l k a n p e m a s a r a n , p e n j u a l a n , d a n p e l a y a n a n y a n g d i k e n a l d e n g a n C R M . ( h t t p s : / / a n g k y r e f y . w o r d p r c s s . c o m / 2 0 1 1 / 0 4 / 2 8 / 3 / ) - Customer m e r u p a k a n t a r g e t u t a m a d a l a m d i s t r i b u s i p r o d u k d a n j a s a s e t i a p p e r u s a h a a n , b a i k customer i n d i v i d u a l ( p e r o r a n g a n ) m a u p u n customer corporate ( p e r u s a h a a n ) . Customer m e m i l i k i p e r a n a n d a l a m m e n e n t u k a n p r o d u k s i s e t i a p p e r u s a h a a n d i m a n a p e r u s a h a a n d a p a t m e m r o d u k s i p r o d u k s e s u a i d e n g a n a p a y a n g m e n j a d i k e b u t u h a n customer, n a m u n p a d a k e n y a t a a n n y a d a l a m p e r k e m b a n g a n d u n i a b i s n i s b a n y a k p e r u s a h a a n y a n g m e n g e s a m p i n g k a n p e n t i n g n y a customer. P e r u s a h a a n c e n d e r u n g b e r f o k u s p a d a p e n i n g k a t a n k u a l i t a s p r o d u k s e h i n g g a i n t e r a k s i a n t a r a p e r u s a h a a n d a n customer t e r p u t u s p a d a s a a t s e l e s a i m e l a k u k a n t r a n s a k s i . H a l i n i m e r u p a k a n s u a t u k e r u g i a n b a g i p e r u s a h a a n k a r e n a p e r u s a h a a n t i d a k d a p a t m e n j a g a r e l a s i y a n g b a i k d e n g a n p a r a customemya. s e h i n g g a a k a n s u l i t b a g i p e r u s a h a a n u n t u k m e m p e r t a h a n k a n customer-nya. S a l a h s a t u s t r a t e g i d a l a m m e n j a g a k e r e l a s i a n a n t a r a p e r u s a h a a n d a n k o n s u m e n (customer) a d a l a h d e n g a n m e n g g u n a k a n k o n s e p C R M , y a i t u s t r a t e g i b i s n i s y a n g m e n g u t a m a k a n r e l a s i d a n k o m u n i k a s i a n t a r a p e r u s a h a a n d e n g a n customer u n t u k m e n i n g k a t k a n l o y a l i t a s customer. K o n s e p C R M d i t e k a n k a n u n t u k m e m p e r o l e h customer b a r u (aquire), m e n i n g k a t k a n h u b u n g a n d e n g a n customer (enchance), d a n m e m p e r t a h a n k a n customer (retain). S t r a t e g i s e p e r t i i n i a k a n m e n c i p t a k a n r e l a s i y a n g b a i k a n t a r a p e r u s a h a a n d a n customer b a h k a n d a p a t m e n i n g k a t k a n k e s e t i a a n d a n l o y a l i t a s customer t e r h a d a p p e r u s a h a a n .

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B u t i k G r i y a G a y a m e r u p a k a n p e r u s a h a a n y a n g b e r g e r a k d a l a m b i d a n g fashion d a n m e n j u a l b e r b a g a i m a c a m j e n i s p a k a i a n . S e l a m a i n i , p e r u s a h a a n m e m i l i k i b e b e r a p a k e n d a l a p a d a p r o s e s b i s n i s n y a , d i a n t a r a n y a p a d a p r o s e s p e m e s a n a n (order) j i k a l o k a s i k o n s u m e n b e r a d a j a u h d a r i outlet b u t i k G r i y a G a y a , p e m e s a n a n y a n g d i l a k u k a n m e l a l u i t e l e p o n o l e h k o n s u m e n m e n g a k i b a t k a n k o n s u m e n t i d a k d a p a t s e c a r a l a n g s u n g m e l i h a t i n f o r m a s i m e n g e n a i p r o d u k p e r u s a h a a n y a n g d i t a w a r k a n , s e d a n g k a n a p a b i l a p e m e s a n a n d i l a k u k a n s e c a r a l a n g s u n g m a k a a k a n m e n y i t a w a k t u d a n b i a y a b a g i k o n s u m e n . U n t u k m e l a k u k a n p r o s e s p r o m o s i d a n p e m a s a r a n b u t i k G r i y a G a y a m a s i h m e n g a l a m i k e s u l i t a n d a l a m m e n y a m p a i k a n i n f o r m a s i p r o d u k k a r e n a b e l u m m e m p u n y a i website t e r k a i t i n f o r m a s i p r o d u k p e r u s a h a a n . S e j a u h i n i y a n g d i l a k u k a n p e r u s a h a a n f a s h i o n i n i a d a l a h d e n g a n m e n c e t a k b e b e r a p a b r o s u r u n t u k k o n s u m e n , n a m u n c a r a i n i m e m p u n y a i k e k u r a n g a n d a r i s i s i b i a y a p e r c e t a k a n k a r e n a r e l a t i f a k a n l e b i h m a h a l . S e l a i n i t u , b e l u m a d a n y a m e d i a y a n g d a p a t m e n y i m p a n d a n m e n c a r i d a t a - d a t a customer y a n g t e l a h m e l a k u k a n t r a n s a k s i p e m b e l i a n d e n g a n p e r u s a h a a n m e n y u l i t k a n p e r u s a h a a n d a l a m m e m p e r h a t i k a n customer y a n g p o t e n s i a l d a n l o y a l t e r h a d a p p e r u s a h a a n . S e l a i n i t u , b u t i k G r i y a G a y a s e r i n g m e n e m u i p e r m a s a l a h a n s e p e r t i : customer s e r i n g k a l i m e n e m u i h a m b a t a n d a l a m m e m p e r o l e h i n f o r m a s i t e n t a n g p r o d u k - p r o d u k d a r i p e r u s a h a a n , k e m u d i a n d a t a customer k u r a n g d i k e l o l a d a n d i m a n f a a t k a n o l e h b u t i k G r i y a G a y a , s e h i n g g a p e r u s a h a a n k u r a n g m e m p e r o l e h i n f o r m a s i y a n g d i b u t u h k a n u n t u k m e m b e r i k a n p e l a y a n a n s e c a r a p r i m a k e p a d a customer, s e r t a b u t i k G r i y a G a y a m e n g a l a m i k e s u l i t a n d a l a m m e n d a p a t k a n customer b a r u d i k a r e n a k a n b e l u m a d a n y a m e d i a p r o m o s i y a n g t e p a t d a n m e d i a p r o m o s i y a n g b e r j a l a n s e l a m a i n i m a s i h b e l u m m a s k s i m a l . M e l i h a t p e r m a s a l a h a n t e r s e b u t p e n u l i s m e n g e m b a n g k a n a k t i v i t a s p e r u s a h a a n t e r k a i t d e n g a n p e m e s a n a n (order), p r o m o s i d a n p e m a s a r a n s e r t a p e l a y a n a n customer (customer service) b e r u p a k r i t i k d a n s a r a n k e d a l a m s u a t u s i s t e m y a n g t e r i n t e g r a s i b e r u p a a p l i k a s i b e r b a s i s web. I m p l e m e n t a s i e-commerce d e n g a n m e n g g u t i a k a n b a s i s C R M i n i b e r t u j u a n u n t u k m e m u a s k a n customer d a n m e m b a n g u n r e l a s i y a n g l e b i h b a i k a n t a r a p e r u s a h a a n d a n customer s e h i n g g a customer a k a n s e m a k i n l o y a l t e r h a d a p p e r u s a h a a n . S e l a i n i t u , p e n e r a p a n s i s t e m i n i j u g a d a p a t m e m b a n t u a k t i v i t a s b i s n i s p e r u s a h a a n m e n j a d i l e b i h e f e k t i f d a n e f i s i e n . D a r i u r a i a n t e r s e b u t , d i p e r o l e h r u m u s a n m a s a l a h b a g a i m a n a p e r a n c a n g a n e-commerce b e r b a s i s C R M u n t u k p e m e s a n a n , p e l a y a n a n customer, p r o m o s i d a n p e m a s a r a n s e r t a p e n y a m p a i a n i n f o r m a s i p a d a b u t i k G r i y a G a y a ?

Electronic Commerce (e-commerce)

( A d i , 2 0 0 7 ) , m e r u p a k a n k o n s e p b a r u y a n g b i a s a d i g a m b a r k a n s e b a g a i p r o s e s j u a l b e l i b a r a n g a t a u j a s a p a d a World Wide Web I n t e r n e t a t a u p r o s e s j u a l b e l i a t a u p e r t u k a r a n p r o d u k , j a s a d a n i n f o r m a s i m e l a l u i j a r i n g a n i n f o r m a s i t e r m as u k i n t e r n e t , e-commerce m e r u p a k a n k e g i a t a n b i s n i s y a n g d i j a l a n k a n s e c a r a e l e k t r o n i k m e l a l u i s u a t u j a r i n g a n i n t e r n e t a t a u k e g i a t a n j u a l b e l i b a r a n g a t a u j a s a m e l a l u i j a l u r k o m u n i k a s i d i g i t a l . D a l a m e-commerce t e r d a p a t s e b u a h e n t i t a s b i s n i s y a n g b e r f u n g s i u n t u k m e l a y a n i k o n s u m e n , e n t i t a s t e r s e b u t j a m a k d i s e b u t C R M . Customer Relationship Management a d a l a h f u n g s i t e r i n t e g r a s i d a r i s t r a t e g i p e n j u a l a n , p e m a s a r a n d a n p e l a y a n a n y a n g b e r t u j u a n u n t u k m e n i n g k a t k a n p e n d a p a t a n d a r i k e p u a s a n customer. S e d a n g k a n m e n u r u t T e m p o r a l & T r o t t ( 2 0 0 1 ) d a l a m H o t l a n S i a h a a n ( 2 0 0 8 ) m e n j e l a s k a n b a h w a Customer Relationship Management a d a l a h k o l a b o r a s i d e n g a n s e t i a p k o n s u m e n u n t u k m e n c i p t a k a n s i t u a s i win-win d e n g a n m e n i n g k a t k a n n i l a i k e h i d u p a n customer s e t i a p h a r i n y a a g a r m e n j a d i l o y a l . D a r i b e b e r a p a p e n g e r t i a n d i a t a s d a p a t d i s i m p u l k a n b a h w a

Customer Relationship Management a d a l a h

m a n a j e m e n r e l a s i customer y a i t u s u a t u j e n i s m a n a j e m e n y a n g s e c a r a k h u s u s m e m b a h a s t e o r i m e n g e n a i p e n a n g a n a n h u b u n g a n a n t a r a p e r u s a h a a n d e n g a n customemya d e n g a n

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t u j u a n m e n i n g k a t k a n n i l a i p e r u s a h a a n d i m a t a

customemya.

S u p a r t o D a n u t i r t o ( 2 0 0 8 ) m e l a k u k a n p e n e l i t i a n d e n g a n J u d u l " A n a l i s i s d a n P e r a n c a n g a n S i s t e m A p l i k a s i Customer

Relationship Management B e r b a s i s k a n Web

( S t u d i K a s u s P T . F a j a r B u a n a I n t e r n a s i o n a l ) , p e n e l i t i a n i n i m e m f o k u s k a n p a d a Customer

Touching Application, customer d a p a t m e l a y a n i

d i r i s e n d i r i (self-service) m e n g e n a i p r o d u k y a n g m e r e k a b u t u h l k a n . S e m e n t a r a I c h w a n R i d w a n T a n j u n g ( 2 0 0 8 ) m e l a k u k a n p e n e l i t i a n b e r j u d u l " P e r a n c a n g a n E - C R M p a d a P T . Z e r o C e l c i u s I n d o n e s i a , h a s i l p e n e l i t i a n i n i m e n e k a n k a n p a d a h a s i l a n a l i s i s S W O T y a n g t e l a h d i l a k u k a n s e b e l u m n y a d a l a m p e r a n c a n g a n s i s t e m y a n g d i b u a t n y a . T e t i W i j a y a n t i ( 2 0 1 1 ) m e l a k u k a n p e n e l i t i a n d e n g a n j u d u l " P e n g e m b a n g a n C R M B e r b a s i s W e b P a d a G r i y a M u s l i m F l o r a " , h a s i l p e n e l i t i a n i n i m e n e m u k a n p e r u s a h a a n d a p a t m e n g e n a i d e n g a n b a i k customemya. d a n d a p a t m e m u s a t k a n p r o d u k d e m i m e n i n g k a t k a n p e l a y a n a n k e p a d a customer. T a h a p a n - t a h a p a n d a l a m Customer Relationship Management t e r b a g i s e b a g a i b e r i k u t : 1 . M e n d a p a t k a n Customer B a r u (Acquiring) P e r u s a h a a n m e n d a p a t k a n customer b a r u d e n g a n m e m p r o m o s i k a n p r o d u k d a n j a s a y a n g t e r b a i k y a n g d i m i l i k i . P e r u s a h a a n m e n u n j u k k a n b a g a i m a n a m e r e k a m e m b a t a s i p e r f o r m a i n d u s t r i n y a d a l a m b i d a n g b i s n i s n y a u n t u k m e n g u t a m a k a n p a d a k e n y a m a n a n d a n i n o v a s i . N i l a i y a n g d i t a w a r k a n k e p a d a customemya. a d a l a h p r o d u k y a n g b a i k d a n b e r k u a l i t a s y a n g d i s e r t a i d e n g a n p e l a y a n a n y a n g t e r b a i k p u l a . 2 . M e n i n g k a t k a n k e u n t u n g a n d a r i Customer y a n g t e l a h a d a (Enhancing) 3 . P e r u s a h a a n m e n i n g k a t k a n h u b u n g a n d e n g a n customemya m e l a l u i upselling d a n cross-selling y a n g b a i k , s e h i n g g a d a p a t m e m p e r l u a s h u b u n g a n t e r s e b u t . N i l a i y a n g d i t a w a r k a n a d a l a h k e m u d a h a n b e r u p a h a r g a j u a l y a n g l e b i h r e n d a h . 4 . M e m p e r t a h a n k a n Customer y a n g M e n g u n t u n g k a n (Retaining) D a l a m m e m p e r t a h a n k a n , p e r u s a h a a n b e r f o k u s p a d a k e m a m p u a n a d a p t a s i d a l a m m e m b e r i k a n p e l a y a n a n b e r d a s a r k a n k e m a u a n customer, b u k a n k e m a u a n d a r i p a s a r . N i l a i y a n g d i t a w a r k a n a d a l a h h u b u n g a n y a n g p r o a k t i f d a l a m k e t e r t a r i k a n m a s i n g - m a s i n g customer. K o m p o n e n - k o m p o n e n Customer Relationship Management t e r d i r i d a r i : 1. Sales P e n j u a l a n m e r u p a k a n s a l a h s a t u m o d e l y a n g d i g u n a k a n d a l a m C R M . A k t i v i t a s y a n g t e r c a k u p d i d a l a m p e n j u a l a n a d a l l a h cross-selling d a n upselling y a n g m e m b u t u h k a n s u a t u software y a n g m a m p u m e m b a t a s i c a l o n customer, m e n c a r i d a t a d a n t r a n s a k s i y a n g p e r n a h d i l a k u k a n customer, s e r t a m e m b e r i k a n p e l a y a n a n y a n g b a i k . 2. Marketing P e m a s a r a n m e r u p a k a n a k t i v i t a s y a n g d i l a k u k a n s e b e l u m a k t i v i t a s p e n j u a l a n b e r l a n g s u n g . A k t i v i t a s d i s i n i m e l i p u t i p e n g e n a l a n p r o d u k a t a u j a s a t e r h a d a p m a s y a r a k a t y a n g d i h a r a p k a n d a p a t m e m p e n g a r u h i p e m i k i r a n c a l o n customer, m e m p e r s i a p k a n i n f o r m a s i -i n f o r m a s -i y a n g m e n j u a l , h -i n g g a a k h -i r n y a customer m e m u t u s k a n u n t u k m e m b e l i b a r a n g a t a u j a s a t e r s e b u t . 3. Customer Service L a y a n a n k o n s u m e n a d a l a h f a s i l i t a s y a n g d i s e d i a k a n p e r u s a h a a n u n t u k m e l a y a n i k e b u t u h a n a t a s i n f o r m a s i y a n g d i b u t u h k a n o l e h customer b e r u p a k e l u h a n a t a u p e r t a n y a a n - p e r t a n y a a n l a i n n y a . L a y a n a n k o n s u m e n m e m b e r i k a n k e m a m p u a n u n t u k m e n g a t u r d a n m e n g e l o l a customer y a n g m e m i l i k i m a s a l a h d e n g a n s e b u a h p r o d u k a t a u l a y a n a n d a n m e m b e r i k a n s o l u s i a t a s m a s a l a h y a n g d i h a d a p i .

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Website e-commerce b a g i s u a t u p e r u s a h a a n , b e r f u n g s i ; a ) . M e n i n g k a t k a n p e n d a p a t a n d e n g a n m e n g g u n a k a n online channel y a n g b i a y a n y a l e b i h m u r a h ; b ) . M e n g u r a n g i k e t e r l a m b a t a n d e n g a n m e n g g u n a k a n transfer electronic a t a u p e m b a y a r a n y a n g t e p a t w a k t u d a n d a p a t l a n g s u n g d i p e r i k s a ; c ) . M e m p e r c e p a t p e l a y a n a n k e customer, d a n p e l a y a n a n l e b i h r e s p o n s i f d a n d ) . A k s e s i n f o r m a s i a k a n m e n j a d i l e b i h c e p a t . M e t o d e p e n g u m p u l a n d a t a y a n g d i g u n a k a n u n t u k p e r a n c a n g a n s i s t e m i n i a d a l a h : 1 . S t u d i L i t e r a t u r , y a i t u P e n g u m p u l a n d a t a d e n g a n c a r a m e n g u m p u l k a n l i t e r a t u r , j u r n a l , paper d a n b a c a a n - b a c a a n y a n g a d a k a i t a n n y a d e n g a n j u d u l p e n e l i t i a n . 2 . O b s e r v a s i , y a i t u T e k n i k p e n g u m p u l a n d a t a d e n g a n m e n g a d a k a n p e n e l i t i a n d a n p e n i n j a u a n l a n g s u n g t e r h a d a p p e r m a s a l a h a n y a n g d i a m b i l . 3. Interview, T e k n i k p e n g u m p u l a n d a t a d e n g a n m e n g a d a k a n t a n y a j a w a b s e c a r a l a n g s u n g y a n g a d a k a i t a n n y a d e n g a n t o p i k y a n g d i a m b i l S e m e n t a r a , m e t o d e y a n g d i g u n a k a n u n t u k m e r a n c a n g a p l i k a s i e-Commerce b e r b a s i s C R M a d a l a h m e n g g u n a k a n p e r a n c a n g a n s i s t e m u n t u k m e m e n u h i t a h a p a n C R M , y a i t u ; 1 . Tahap Acquire a. P e n d a f t a r a n customer S t r a t e g i i n i d t r a n c a n g u n t u k m e n a r i k customer b a r u u n t u k b e r g a b u n g m e n j a d i a n g g o t a d e n g a n m e m b e r i k a n f a s i l i t a s k e a n g g o t a a n d e n g a n k e u n t u n g a n t e r t e n t u . b . K a t a l o g S t r a t e g i i n i d i g u n a k a n u n t u k m e n y a j i k a n k o l e k s i p r o d u k - p r o d u k t e r b a r u d a r i B u t i k G r i y a G a y a .

c. Frequently Ask Questions

B a g i a n i n i d i r a n c a n g u n t u k m e n y e d i a k a n p e r t a n y a a n - p e r t a n y a a n y a n g s e r i n g d i a j u k a n d a l a m s a t u h a l a m a n u t u h . D i h a r a p k a n c a l o n customer m e n d a p a t k a n i n f o r m a s i a w a l y a n g m e m a d a i . 2 . T a h a p Enhance Y a n g t e r m a s u k d a l a m t a h a p i n i a d a l a h f o r u m d i s k u s i , s t r a t e g i i n i d i s e d i a k a n a g a r a n t a r a n g g o t a d a p a t s a l i n g b e r d i s k u s i , t e r m a s u k b e r d i s k u s i d e n g a n a d m i n . 3 . Tahap Retain P e s a n a n p r o d u k , s t r a t e g i i n i d i s e d i a k a n u n t u k m e m b a n g u n l o y a l i t a s customer d e n g a n m e m b e r i k a n l a y a n a n t e r b a i k s e s u a i d e n g a n k e b u t u h a n customer. H A S I L D A N P E M B A H A S A N S i s t e m p e m e s a n a n d a n p e l a y a n a n customer y a n g s e d a n g b e r j a l a n p a d a b u t i k G r i y a G a y a m a s i h d i l a k u k a n s e c a r a k o n v e n s i o n a l d i m a n a p a d a p r o s e s p e m e s a n a n (order) k o n s u m e n d a p a t m e l a k u k a n p e m e s a n a n m e l a l u i t e l e p o n a t a u d a t a n g l a n g s u n g p a d a outlet G r i y a G a y a . H a l i n i m e n y u l i t k a n k o n s u m e n k a r e n a t i d a k d a p a t m e l i h a t b e n t u k b a r a n g y a n g d i p e s a n s e d a n g k a n p e m e s a n a n s e c a r a l a n g s u n g a k a n m e n y i t a w a k t u k o n s u m e n , k h u s u s n y a b a g i k o n s u m e n y a n g b e r t e m p a t t i n g g a l j a u h d a r i outlet B u t i k G r i y a G a y a . K e m u d i a n p a d a p r o s e s p r o m o s i d a n p e m a s a r a n k e s u l i t a n p e r u s a h a a n a d a l a h d a l a m m e m u b l i k a s i k a n p r o d u k n y a , s e j a u h i n i p e r u s a h a a n m e n c e t a k b r o s u r u n t u k m e l a k u k a n p r o m o s i d a n p e m a s a r a n . S e l a n j u t n y a p a d a p r o s e s p e l a y a n a n k o n s u m e n

(customer service) customer m e n g g u n a k a n

m e d i a t e l e p o n m a u p u n d a t a n g l a n g s u n g u n t u k m e n y a m p a i k a n k r i t i k & s a r a n t e r h a d a p p e r u s a h a a n . P e r a n c a n g a n s i s t e m y a n g d i u s u l k a n d i l a k u k a n u n t u k m e m p e r m u d a h a l i r a n d a t a d a l a m s u a t u p r o g r a m . P e r b e d a a n a n t a r a s i s t e m y a n g l a m a d e n g a n s i s t e m y a n g b a r u y a i t u s i s t e m y a n g b a m d a p a t m e n y a j i k a n s e g a l a i n f o r m a s i m e n g e n a i p e r u s a h a a n y a n g d a p a t d i a k s e s d i m a n a p u n d a n k a p a n p u n s e r t a s e b a g a i m e d i a

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Jurnal Masyarakat Tetematika dan Informasi Vol. 5 No. 2 November 2014 Hal.: 197-208

i n t e r a k s i a n t a r a p e r u s a h a a n d a n customer u n t u k m e n j a g a d a n m e m b a n g u n r e l a s i y a n g l e b i h b a i k . Use case m e r u p a k a n t e k n i k b e r d a s a r k a n s k e n a r i o y a n g m e n d e s k r i p s i k a n m o d e l s i s t e m b e r o r i e n t a s i o b j e k , y a n g m e n g i d e n t i f l k a s i k a n a k t o r y a n g t e r l i b a t d a l a m i n t e r a k s i d a n n a m a d a r i t i p e i n t e r a k s i t e r s e b u t . Use Case Diagram

Customer p a d a S i s t e m e-Commerce B e r b a s i s

C R M (Customer Relationship Management) P a d a B u t i k G r i y a G a y a t e r l i h a t p a d a G a m b a r

1 b e r i k u t i n i .

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S B t e m E - C o n r o e f c e S a r t a s s C R M Pfida Butik i3iT)'fl G a y a

Gambar 1. Use Case Diagram Customer

D a r i use case p a d a G a m b a r 1 d a p a t d i j e l a s k a n b a h w a customer d a p a t m e l a k u k a n p r o s e s p e n d a f t a r a n , s e t e l a h m a n d a f t a r customer d a p a t m e l a k u k a n p r o s e s l o g i n u n t u k s e l a n j u t n y a m e l a k u k a n p r o s e s p e m e s a n a n , a p a b i l a a d a p r o d u k y a n g s e s u a i k l i k t o m b o l b e l i s e h i n g g a p r o d u k y a n g d i b e l i a k a n m a s u k k e d a l a m k e r a n j a n g b e l a n j a , customer d a p a t m e l a k u k a n u p d a t e t e r h a d a p j u m l a h p r o d u k y a n g d i b e l i a t a u p u n m e l a k u k a n p r o s e s p e m b e l i a n k e m b a l i . S e t e l a h m e l a k u k a n p e m b a y a r a n customer d a p a t m e l a k u k a n k o n f i r m a s i m e l a l u i m e n u h u b u n g i k a m i . Customer j u g a d a p a t m e m b e r i k a n k r i t i k d a n s a r a n k e p a d a p e r u s a h a a n .

Use Case Diagram A d m i n p a d a S i s t e m e-Commerce B e r b a s i s C R M (Customer Relationship Management) P a d a B u t i k G r i y a

G a y a d a p a t d i l i h a t p a d a g a m b a r 2 b e r i k u t i n i .

S s l s r a E - C o m r r e r c e B e r b a s i s C R M P a d a B u t * G r i y a G a y s

Gambar 2. Use Case Diagram Admin

A d m i n m e r u p a k a n a k t o r y a n g m e n g e l o l a k e s e l u r u h a n d a r i s i s t e m y a n g t e r d a p a t d a l a m website B u t i k G r i y a G a y a . A d m i n d a p a t m e n g e l o l a d a t a customer, m e n g e l o l a m e n u a n t a r a l a i n m e l a k u k a n p r o s e s t a m b a h , e d i t a t a u p u n delete p a d a m e n u y a n g t e r d a p a t d a l a m website. S e l a i n i t u a d m i n j u g a m e n g e l o l a p r o d u k - p r o d u k y a n g d i j u a l o l e h p e r u s a h a a n , m e n g e l o l a d a t a p e s a n a n , p e m b u a t a n l a p o r a n d a n m e n g e l o l a d a t a d a t a m o d u l d a n k o n t e n -k o n t e n website. Statechart diagram t e r b a g i m e n j a d i 2

y a i t u statechart d i a g r a m u n t u k class customer ( d i t u n j u k k a n G a m b a r 3 ) d a n statediagram

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Gambar 3. Statechart D i a g r a m Untuk Customer

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Jurnal Masyarakat Telematika dan Informasi Vol. 5 No. 2 November 2014 Ha!.: 197-208

Website Griya Gaya tersusun atas

tabel-tabel dalam satu database yang satu dengan yang Iain mempunyai relasi. Relasi Tabel pada Perancangan e-Commerce Berbasis CRM

(Customer Relationship Management) Pada

Butik Griya Gaya ditunjukkan pada gambar 5 berikut ini: b a r e r i d _ a d m i n ** i d _ b a n e r * j u d u l u r l g a m b a r t g l _ p o s t i n g h e a d e r -i d _ a d m -i n ** i d _ h e a d e r * j u d u l u r l g a m b a r t g L p o s t i n g ; m a i n m e n u ; i d _ e d m i n ' i d _ m e i n * l i n k e k t i f • • a u t r r n e n u ^ i d _ a u b * i d _ m a i n ** n a m a _ s u b l i n k s u b . m o d J > a n k : i d ^ a d m i n " i<T b a n k * n a m a _ b a n k n a ^ r e k e n i r i g p e m i l i k g a m b a r " ' A a d m i r t -u s e m a m e * p a s s w o r d n a m a j e n g k a p e m a i l n o _ t e l p l e v e l b l o k i r modjm i d _ a d m i n •' i d _ y m * n a m a u s e m a m e :-;w^tegoryg^ I d ^ a d m i n " i d _ k a t e g o r i * n a m a j t a t e g o r i k a t e g o r i _ s e o p r o d u k l d _ p r o d u k * t d _ k a t e g o f i n a m a _ p r o d u k p r o d u k - s e o d e s k r i p s i h a r g a s t o k b e r a t l g l _ m a s u k g a m b a r j m l _ b e l j d i s k o n h u b j n g i i d _ r i u b u n g f n a m a " e m a i l s u b j e k p e s a n t a n g g a l . ... o r d e r s _ d c t a i l •-•'•'-ijsl'v o r d e r s . y . - ^ S : j : l d _ d e t a i l * i d _ o r d e r s " i d _ p r o d u k j u m l a h i d _ o r d e r s * n a m a _ c u s t o m e r " a l a m a l s i a t u s _ o r d e r l d _ d e t a i l * i d _ o r d e r s " i d _ p r o d u k j u m l a h i d _ o r d e r s * n a m a _ c u s t o m e r " a l a m a l s i a t u s _ o r d e r t g l _ o r d e r j a m _ o r d e r i d k o t a " t g l _ o r d e r j a m _ o r d e r i d k o t a " : c u s t o m e r : . u s e r n a m e ' p a s s w o r d 1 p a s s w o r d n a m a j e n g k a p e m a i l a k t i v a s i c e k _ a k t i v a s i n o j e l p l e v e l b l o k i r k o l a : ; i d _ k o l a * n a m a _ k o t a o n g k o s _ k i r i m k o m e n l a r . n a m a ** i d _ k o m e n t a r l d _ b e r i t a n a m a _ k o m e n t a r u r l i s i j e o m e n t a r t a n g g a l j a m _ k o m e n t a r a k t i f

Gambar 5. Relasi Tabel Aplikasi e-Commerce Berbasis CRM (Customer Relationship M a n a g e m e n t ) Pada Butik Griya Gaya

Halaman utama aplikasi e-Commerce Berbasis C R M (Customer Relationship

Management) Pada Butik Griya Gaya, customer

yang belum mendaftar sebagai anggota hanya mempunyai hak akses untuk melihat produk, melihat member lain yang telah terdaftar, profil perusahaan dan layanan FAQ. Namun, belum dapat mengirimkan pesan pada admin ataupun melakukan request atau pemesanan produk.

Hak akses tersebut didapat setelah customer melakukan pendaftaran dan telah dikonfirmasi oleh admin.

Customer atau customer sebelumnya

harus melakukan login terlebih dahulu dalam sistem supaya dapat melakukan pertukaran data dan informasi di dalam website Griya Gaya. Gambar 6 menunjukkan halaman utama

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H a l a m a n u t a m a website G r i y a G a y a m e m p u n y a i m e n u b e r a n d a , p r o f i l , p r o d u k , k e r a n j a n g b e l a n j a , k a t a l o g d a n h u b u n g i k a m i . P r o f i l b e r i s i m e n g e n a i p r o f i l d a r i p e r u s a h a a n B u t i k G r i y a G a y a . P r o d u k b e r i s i m e n g e n a i j e n i s p r o d u k y a n g d i j u a l o l e h B u t i k G r i y a G a y a . K e r a n j a n g b e l a n j a d i g u n a k a n u n t u k m e n y i m p a n p r o d u k - p r o d u k y a n g d i p e s a n . C a r a p e m b e l i a n b e r i s i m e n g e n a i c a r a - c a r a m e l a k u k a n p e m e s a n a n , p e m b e l i a n d a n p e m b a y a r a n . K a t a l o g b e r i s i k a t a l o g p r o d u k -p r o d u k y a n g d j u a l o l e h B u t i k G r i y a G a y a , y a n g d a p a t di-download o l e h customer d a n h u b u n g i k a m i m e r u p a k a n f a s i l i t a s y a n g d i g u n a k a n u n t u k m e l a k u k a n k o n f i r m a s i a t a u m e m b e r i k a n k r i t i k s e r t a s a r a n . H a l a m a n p r o d u k m e m i l i k i i n f o r m a s i r i n c i p a d a h a l a m a n p r o d u k ( G a m b a r 7 ) , Customer j u g a d a p a t m e l i h a t k a t a l o g p e r u s a h a a n s e c a r a d e t a i l ( G a m b a r 8 ) .

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K a b a g o n ; B a t i k

Batik 03

» HARGA: Rp. 270.000,-• STOK: 2 item

B E L I P R O O U K IKi

Gambar 8. Halaman Detail Produk Butik Griya Gaya

S e t e l a h s e l e s a i b e r b e l a n j a , customer d a p a t m e l a k u k a n update t e r h a d a p k e r a n j a n g b e l a n j a y a i t u m e n a m b a h k a n j u m l a h p e m b e l i a n p a d a k o l o m p t o d u k a t a u m e n a m b a h p r o d u k y a n g l a i n n y a , s e p e r t i y a n g t e r l i h a t p a d a G a m b a r 9 b e r i k u t .

Gambar 9. Keranjang Belanja Pada Butik Griya Gaya

U n t u k d a p a t m a s u k k e d a l a m a p l i k a s i a d m i n , k e t i k k a n url s e b a g a i b e r i k u t h t t p : / / w w w . g r i y a g a y a . c o m / a d m i n , s e t e l a h i t u m a s u k k a n l a h username d a n password u n t u k login k e d a l a m h a l a m a n a d m i n i s t r a t o r , s e p e r t i y a n g t e r l i h a t p a d a G a m b a r 1 0 b e r i k u t i n i .

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Gambar 10. Halaman Login Admin S e t e l a h login, admin d a p a t m e n g e l o l a website s e p e r t i m e n a m b a h k a n , m e n g e d i t a t a u p u n m e n g h a p u s k o n t e n - k o n t e n y a n g t e r d a p a t d a l a m h a l a m a n a d m i n i s t r a t o r s e p e r t i m e n u u t a m a , m o d u l w e b a t a u p u n m a n a j e m e n user. H a l a m a n a d m i n i s t r a t o r d a p a t d i l i h a t p a d a G a m b a r 1 1 b e r i k u t i n i . W^^m ilmm^ml&y. riifcwHH |]|!: :W«i^"0^t*j':-:i^;

Gambar 11. Halaman Administrator Website Butik Griya Gaya

P E N U T U P B e r d a s a r k a n h a s i l p e n e l i t i a n , m a k a d a p a t d i a m b i l s i m p u l a n s e b a g a i b e r i k u t i n i : pertama, website B u t i k G r i y a G a y a d i b a n g u n d e n g a n m e n e r a p k a n k o n s e p Customer Relationship Management k e d a l a m s i s t e m e-commerce a n t a r a l a i n d a p a t d i g u n a k a n p a d a t a h a p p e n d a f t a r a n , k e m u d i a n p e m e s a n a n m a u p u n p e m b e r i a n s a r a n k e p a d a p e r u s a h a a n . P e r a n c a n g a n website d i b u a t d e n g a n m e n g g u n a k a n k o n s e p b e r o r i e n t a s i o b j e k d e n g a n m e n g g u n a k a n b a h a s a p e m r o g r a m a n P H P d a n database M y S Q L s e b a g a i p e n y i m p a n d a t a n y a , kedua, a p l i k a s i e-commerce b e r b a s i s

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Customer Relationship Management y a n g

d i b a n g u n p a d a G r i y a G a y a t e l a h m e m e n u h i t a h a p C R M s e h i n g g a d a p a t m e n g e l o l a d a t a customer, p r o m o s i p r o d u k , d a t a p e r m i n t a a n p r o d u k d a n p e n g e l o l a a n f o r u m y a n g d i g u n a k a n u n t u k m e n a m p u n g p e r t a n y a a n d a n k e l u h a n customer, ketiga, p a d a i m p l e m e n t a s i e-commerce b e r b a s i s C R M i n i d i h a r a p k a n b u t i k G r i y a G a y a m a m p u m e n g e n a i customemya. d e n g a n b a i k d a n d a p a t m e m u s a t k a n p e n j u a l a n p r o d u k p a d a s e l e r a customer s e r t a m e n i n g k a t k a n p e l a y a n a n p a d a customemya, s e r t a d a p a t d a p a t m e m a n t a u k e l u h a n customer d a n m e n i n d a k l a n j u t i p e r m a s a l a h a n d a r i s e t i a p customer d e n g a n c e p a t d a l a m r a n g k a m e n c i p t a k a n h u b u n g a n b a i k d e n g a n p a r a customer l e b i h d a r i s e k e d a r p e r t u k a r a n i n f o r m a s i , k a r e n a p e r u s a h a a n m e m e r l u k a n d a t a customer u n t u k b e r k o m u n i k a s i s e c a r a p e r s o n a l d e n g a n customemya, t e r u t a m a u n t u k m e n d a p a t k a n u m p a n b a l i k b e r u p a s a r a n , k e l u h a n d a n p e r m i n t a a n customer, D A F T A R P U S T A K A

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