CUSTOMER RELATIONSHIP MANAGEMENT CONCEPT IN BUILDING BRANDING LAUAK BADA BUSINESS AT MANDEH TOURISM AREA

Abstract

The concept of CRM is a concept aimed at establishing a good relationship with the customer. The concept of
CRM appears based on the paradigm that sellers should be able to maintain the loyalty of consumers who buy
their products. The business strategies found in the CRM concept aims to increase customer satisfaction so that it
can improve consumer loyalty. In this era of digital and globalization nowadays, where information is so
accessible and enjoyed by all circles using the application Pika CRM is very helpful business people in
marketing their products, a strong brand can make it very easy to know and sell to consumers because branding
or brand users feel so very important to have. Many companies and independent business units currently depend
on the brand to market the products they produce so that they can sell easily with a brand that is already known
to the community. One of the growing business units currently is a business unit of the side dish of the Mandeh
area of West Sumatra's south coast. Therefore, the important role of good and interesting branding is necessary
to increase the sales of the Mandeh area side dishes at a higher price