OPTIMALISASI KONSEP PEMASARAN CRM (CUSTOMER RELATIONSHIP MARKETING) MENGGUNAKAN PENDEKATAN KEARIFAN LOKAL PADA RITEL KONVENSIONAL DI KECAMATAN KANDAT DAN NGADILUWIH KAB. KEDIRI

HAKIMAH, EMA NURZAINUL (2016) OPTIMALISASI KONSEP PEMASARAN CRM (CUSTOMER RELATIONSHIP MARKETING) MENGGUNAKAN PENDEKATAN KEARIFAN LOKAL PADA RITEL KONVENSIONAL DI KECAMATAN KANDAT DAN NGADILUWIH KAB. KEDIRI. In: “Peluang dan Tantangan Penerapan GCG dan Etika Bisnis dalam Bisnis Global”, 5 Oktober 2016, Universitas Negeri Surabaya.

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Abstract

Conventional retail is one of the small businesses that exist in almost all the Kediri region, but its development slowed down and even stagnate. This is a qualitative descriptive study using a phenomenological approach using the method of interview, observation and discussion with 10 respondents as entrepreneurs. In the discussion of this study, analyze the factors make conventional retail businesses retain their business. Factors that led to the sustainability of which strengthen the strategy of using local wisdom value, “guyub rukun” and togetherness as a supporting value in the concept of Customer Relationship Marketing (CRM). Conventional retail businesses surveyed generally is at a stage yet fully aware of the benefits of applying the concept of CRM with the noble values of neighborliness. Keywords: Conventional retail, Customer Relationship Marketing, local wisdom

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