Strategi Crm Marketing Automation Di Umkm Aneka Ikan Segar Batam

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ABSTRAK Sektor UMKM di Kota Batam menghadapi tantangan persaingan yang ketat, khususnya pada industri distribusi pangan segar. Aneka Ikan Segar (AIS) Batam, sebagai distributor pangan tangan pertama, memerlukan strategi yang efektif untuk mempertahankan loyalitas mitra bisnisnya. Penelitian ini bertujuan untuk menganalisis penerapan strategi Customer Relationship Management (CRM) yang terintegrasi dengan Marketing Automation dalam meningkatkan kepuasan pelanggan pada UMKM AIS Batam. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pengumpulan data melalui observasi lapangan dan dokumentasi profil perusahaan. Hasil penelitian menunjukkan bahwa penggunaan Marketing Automation dalam sistem CRM memungkinkan AIS Batam melakukan segmentasi pasar secara akurat, personalisasi layanan seperti penyortiran produk, serta pengiriman informasi stok harian secara otomatis. Integrasi teknologi ini, didukung dengan kebijakan jaminan kualitas dan logistik yang responsif, terbukti mampu memperkuat kepercayaan pelanggan dan menciptakan keunggulan kompetitif bagi perusahaan di pasar lokal. ABSTRACT The MSME sector in Batam City faces intense competition, particularly in the fresh food distribution industry. Aneka Ikan Segar (AIS) Batam, as a first-hand food distributor, requires an effective strategy to maintain the loyalty of its business partners. This study aims to analyze the implementation of Customer Relationship Management (CRM) strategies integrated with Marketing Automation to improve customer satisfaction at AIS Batam. The research method used was descriptive qualitative, with data collected through field observations and company profile documentation. The results show that the use of Marketing Automation within the CRM system enables AIS Batam to accurately segment markets, personalize services such as product sorting, and automatically send daily stock information. This technology integration, supported by responsive quality assurance and logistics policies, has proven effective in strengthening customer trust and creating a competitive advantage for the company in the local market.