{
      "thesis_name": "Sarjana",
      "department": "Program Studi Manajemen",
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        "Fakultas Ekonomi dan Bisnis",
        "Program Studi Manajemen"
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      "abstract": "SALSA BILA. 021121195. Strategi Customer Relationship Management (CRM) \r\nDalam Upaya Peningkatan Penjualan Membership Pada Mecimapro Sebagai Concert \r\nOrginizer. Di bawah bimbingan: ADITYA PRIMA YUDHA dan HASRUL. 2025.\r\nIndustri hiburan di Indonesia, terutama dalam sektor konser musik, telah mengalami \r\npertumbuhan signifikan, fenomena ini mendorong semakin banyak promotor untuk \r\nbersaing dalam menggelar acara yang menarik perhatian audiens. Mecimapro muncul \r\nsebagai salah satu concert orginizer terkemuka dengan inovasi berupa program \r\nmembership sebagai bagian dari strategi membangun hubungan dengan pelanggan. \r\nUntuk mendukung penjualan membership tersebut, diperlukan penerapan strategi \r\ncustomer relationship management (CRM). Penelitian ini bertujuan untuk \r\nmenganalisis pengaruh startegi CRM terhadap penjualan membership pada \r\nMecimapro.\r\nPenilitian ini menggunakan pendekatan kuantitatif dengan responden para pengguna \r\nmembership Mecimapro. Pemilihan responden dilakukan dengan metode purposive \r\nsampling dengan total 100 responden berdasarkan pada perhitungan rumus slovin. \r\nPengumpulan data dikumpulkan melalui kuesioner online (google-form) dan analisis \r\nsecara deskriptif.\r\nHasil analisis deskriptif menunjukan strategi CRM pada tahap acquire pelanggan \r\ndinilai cukup efektif, terutama melalui komunikasi yang jelas. Analisis lanjutan \r\nmenggunakan SmartPLS 4 mengonfirmasi bahwa seluruh indikator valid dan reliabel \r\ndalam mengukur konstruk penelitian. CRM terbukti berpengaruh signifikan dan kuat \r\nterhadap penjualan membership Mecimapro, dengan kontribusi tertinggi berasal dari\r\nproses terkait respon terhadap pertanyaan pelanggan dan kondisi kemampuan penjual \r\npada strategi penjualan. Oleh karena itu perlu penguatan strategi CRM pada kedua \r\naspek tersebut untuk mendorong penjualan membership pada Mecimapro.\r\nKata Kunci: Customer Relationship Management (CRM), Penjualan, SmartPLS 4",
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