RANCANG BANGUN SISTEM E-CRM UNTUK PENINGKATAN LAYANAN TOKO BUKU DIGITAL

Abstract

This study aims to design and develop an Electronic Customer Relationship Management (E-CRM) system to improve digital bookstore services. The main problem addressed is the lack of integration among customer data, book catalogues, transaction history, complaints, feedback, promotions, and customer segmentation, which makes service monitoring less efficient and poorly documented. This research employed a Research and Development approach using the prototype model. The research stages included literature review, needs analysis, system design, prototype development, functional testing, and user acceptance evaluation. The web-based system was designed with key features, including book catalogue management, customer management, complaint submission, administrator responses, promotion management, RFM-based customer segmentation, and service reporting. Functional feasibility was assessed using black-box testing, while user acceptance was evaluated through User Acceptance Testing involving 38 respondents. The UAT result produced an overall mean score of 4.22 or 84.40%, indicating a very good category. These findings suggest that the E-CRM system is feasible as a prototype for improving service integration, accelerating complaint handling, and supporting more personalized promotions in digital bookstore services.