THE EFFECTIVITY OF E-BRANDING IMPLEMENTATION WITH CRM CONCEPT ON INCREASED SALES AT CATERING BUSINESS IN PADANG CITY

Abstract

Micro, small and medium enterprises are a business sector that is very helpful in various aspects of the
Indonesian economy. In the city of Padang has various types of SME businesses. One of them is Catering. The
development of the catering business in this city is very rapid because of the many people's interest in using
these services. As a result, there was competition between businesses that showed a significant impact on the
catering business so that each of these businesses had to be able to create their own market by creating a brand
for their catering business. This research was conducted to determine the effectiveness of the implementation of
e-branding UKM Catering Padang City with the concept of CRM (Customer Relationship Management) to
increase sales. The results of this study are the determination of the effectiveness of e-branding that has been
carried out on the level of marketing and income obtained by SMEs, which have benefits as a form of
actualization of the character of the UKM Catering business and to support marketing so that sales increase and
increase competitiveness appears. The method used is Customer Relationship Management (CRM).