OPTIMALISASI E-CRM PADA STARTUP DIGITAL UNTUK MENINGKATKAN RETENSI PELANGGAN: SYSTEMATIC LITERATURE REVIEW

Evy Nurmiati; Ainun Nashikha

doi:10.32520/jupel.v7i2.4126

Evy Nurmiati UIN Syarif Hidayatullah Jakarta
Ainun Nashikha UIN Syarif Hidayatullah Jakarta http://orcid.org/0009-0005-2520-8566

DOI: https://doi.org/10.32520/jupel.v7i2.4126

Keywords: e-crm, literature review, optimalisasi, retensi pelanggan, startup digital

Abstract

Startup digital menghadapi tantangan besar dalam mempertahankan loyalitas pelanggan di tengah persaingan yang semakin ketat. Oleh karena itu, Electronic Customer Relationship Management (E-CRM) menjadi strategi yang penting dengan memanfaatkan teknologi digital untuk mengotomatisasi layanan, menganalisis perilaku pelanggan, dan memberikan layanan yang lebih personal. Penelitian ini menggunakan metode Systematic Literature Review (SLR) berdasarkan panduan PRISMA 2009, dengan menganalisis 10 artikel terpilih dari 200 publikasi yang diterbitkan antara tahun 2021 hingga 2025, yang membahas E-CRM, startup digital, dan retensi pelanggan. Kebaruan penelitian ini terletak pada fokusnya terhadap startup digital yang meskipun terbatas sumber daya, tetap memerlukan solusi teknologi efisien untuk mendukung pertumbuhan bisnis secara berkelanjutan. Hasil analisis menunjukkan bahwa efektivitas E-CRM dipengaruhi oleh faktor personalisasi layanan, otomatisasi dan responsivitas, analisis data pelanggan, keamanan informasi, serta komunikasi multi-channel. Penerapan strategi berbasis kecerdasan buatan (AI), data real-time, dan pendekatan omnichannel terbukti mampu meningkatkan loyalitas pelanggan sekaligus menurunkan tingkat churn.

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