Exploring The Role of CRM in MSMEs Vanessa Gaffar1,* Tika Koeswandi2, Annisa Ciptagustia3
1,2,3 Universitas Pendidikan Indonesia
Abstract
This study aims to describe the role of CRM in MSMEs in Indonesia. This research is a qualitative descriptive study involving 20 MSMEs as participants. This study used interviews, observations, and documentation as data instruments. The data was analyzed through the triangulation technique and based on Gaffar^s (2020) 5 Roles of CRM. The results of this study indicate that CRM is proven to play a role in helping MSMEs which are currently transforming in the Marketing 5.0 era, through five roles, including- 1) Information sharing, 2) Decision makers, 3) Strategic makers, 4) Interaction booster, and 5) Response booster.
Keywords: Customer Relationship Management, CRM, MSMEs, Indonesia
