Research Article
The Perspective of Social Media Adoption as the Implementation of Customer Relationship Management (CRM) Technology in the Bengkalis UMKM Community
@INPROCEEDINGS{10.4108/eai.21-9-2023.2342977, author={Rini Arvika Sari and Nageeta Tara Rosa}, title={The Perspective of Social Media Adoption as the Implementation of Customer Relationship Management (CRM) Technology in the Bengkalis UMKM Community}, proceedings={Proceedings of the 11th International Applied Business and Engineering Conference, ABEC 2023, September 21st, 2023, Bengkalis, Riau, Indonesia}, publisher={EAI}, proceedings_a={ABEC}, year={2024}, month={2}, keywords={social media customer relationship management msmes}, doi={10.4108/eai.21-9-2023.2342977} }
- Rini Arvika Sari
Nageeta Tara Rosa
Year: 2024
The Perspective of Social Media Adoption as the Implementation of Customer Relationship Management (CRM) Technology in the Bengkalis UMKM Community
ABEC
EAI
DOI: 10.4108/eai.21-9-2023.2342977
Abstract
The widespread use of the internet and social media has a profound impact on society, particularly in Indonesia, where social media has become the primary source of information. However, businesses, particularly small and medium-sized enterprises (MSMEs), encounter intense competition and various challenges in meeting customer satisfaction. This study concentrates on integrating social media with the Customer Relationship Management (CRM) model within the Bengkalis UMKM Community. The findings indicate that the adoption of CRM through social media has a substantial and positive influence on the MSME community. Additionally, the implementation of technology also has a favorable and significant effect on the community. Furthermore, the active involvement of the Bengkalis UMKM Community contributes positively and significantly to the adoption of social media and CRM technology. This research establishes a foundation for businesses to effectively employ social media and CRM technology to enhance the quality and competitiveness of their operations.