Customer Relation Management of Setara Media Kreasi in Achieving Brand Awareness

Abstrak

One concept or strategy that is often used to improve services and promotions is Customer Relationship Management (CRM). In Yogyakarta, there are several broadcasting and media production companies, one of which is Setara Media Kreasi. Although Setara Media Kreasi is a micro company, it already has many customers or partners who use its services even to repeat customers. The existence of increasingly fierce business competition makes Setara Media Kreasi must increase its competitive advantage to be able to achieve brand awareness, namely by applying the CRM concept. Based on this background, the researcher wants to reveal a problem, namely How Customer Relation Management of Setara Media Kreasi in Achieving Brand Awareness. The purpose of this research is to analyze the Customer Relation Management of Setara Media Kreasi in Achieving Brand Awareness. This type of research is qualitative descriptive research and uses data collection methods in the form of interviews, observation and documentation. Based on the results of the research conducted, the conclusion is that the Customer Relationship Management (CRM) strategy implemented by Setara Media Kreasi in achieving brand awareness is in accordance with the theory put forward by Kalakota and Robinson, which consists of 3 phases of equire, enhance and retain which have been carried out well. Then the 4 levels of brand awareness in accordance with the theory of Durianto, namely unware of brand, brand recognition, brand recall, top of mind have also been achieved well by Setara Media Kreasi. Although there is a need for improvement in terms of promotion, it is evident from the existence of repeat customers which shows that customers are satisfied with the services of Setara Media Kreasi.

Keywords: Customer Relation Management (CRM), Brand Awareness