The Perspective of Social Media Adoption as the Implementation of Customer Relationship Management (CRM) Technology in the Bengkalis UMKM Community

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.