PENGARUH CRM DAN WOM TERHADAP CUSTOMER ACQUISITION SERTA DAMPAKNYA PADA SALES GROWTH DAN MARKET SHARE DI WARUNG NASI GORENG PATAI DAGING BATAM CENTER

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Penelitian ini bertujuan untuk menganalisis strategi akuisisi pelanggan (customer acquisition), customer analytics, dan berbagai market metrics pada Warung Nasi Goreng Patai Daging di kawasan Lagenda, Batam Center, Kota Batam. Warung ini merupakan satu-satunya usaha kuliner khas Padang yang menyajikan nasi goreng patai daging di wilayah tersebut dan telah berdiri sejak tahun 2021. Metode penelitian menggunakan pendekatan kualitatif deskriptif melalui observasi langsung dan wawancara dengan pemilik usaha. Hasil penelitian menunjukkan bahwa strategi utama akuisisi pelanggan yang digunakan adalah word of mouth (WOM) tanpa penggunaan media sosial maupun promosi berbayar, menghasilkan acquisition rate sekitar 30 pelanggan baru per hari dengan acquisition cost mendekati nol. Dari sisi customer analytics, pemilik memahami profil pelanggan secara informal mencakup segmen semua kalangan, waktu ramai malam hari, dan loyalitas lebih dari 50 pelanggan tetap. Traditional marketing metrics menunjukkan kinerja positif dengan pertumbuhan penjualan (sales growth) yang konsisten dari 2021–2026. Posisi market share warung sangat kuat karena tidak adanya pesaing langsung di segmen nasi goreng patai khas Padang di kawasan tersebut. Penelitian menggunakan framework Customer Relationship Management (CRM) untuk menganalisis proses acquire, enhance, dan retain pelanggan. Temuan menunjukkan bahwa kualitas produk yang konsisten dan mekanisme WOM menjadi pendorong utama pertumbuhan organik, namun ketidakhadiran strategi digital marketing menjadi kelemahan yang perlu segera diperbaiki.

This study aims to analyze the customer acquisition strategy, customer analytics, and various market metrics at Warung Nasi Goreng Patai Daging in the Lagenda area, Batam Center, Batam City. This food stall is the only Padang-style culinary business serving nasi goreng patai daging in the area and has been operating since 2021. The research method uses a descriptive qualitative approach through direct observation and interviews with the business owner. The results show that the main customer acquisition strategy is word of mouth (WOM) without social media or paid promotions, achieving an acquisition rate of approximately 30 new customers per day with near-zero acquisition cost. From a customer analytics perspective, the owner informally understands customer profiles including all demographic segments, peak hours at night, and over 50 loyal customers. Traditional marketing metrics indicate positive performance with consistent sales growth from 2021 to 2026. The stall holds a dominant market share position due to the absence of direct competitors in the Padang-style nasi goreng patai segment in the area. The study uses the Customer Relationship Management (CRM) framework to analyze the acquire, enhance, and retain customer processes. The findings indicate that consistent product quality and WOM mechanisms are the primary drivers of organic growth, while the absence of a digital marketing strategy remains a key weakness to address.

This study analyzes customer acquisition strategies, customer analytics, and market metrics at Warung Nasi Goreng Patai Daging in the Lagenda area, Batam Center, Batam City. This establishment is the only Padang-style culinary business serving patai daging fried rice in the area and has been operating since 2021. The research employs a descriptive qualitative approach through direct observation and interviews with the business owner. The findings reveal that the primary customer acquisition strategy relies on word of mouth (WOM) without the use of social media or paid promotions, generating approximately 30 new customers per day with an acquisition cost close to zero. In terms of customer analytics, the owner informally understands the customer profile, covering all demographic segments, peak hours in the evening, and a loyal base of more than 50 regular customers. Traditional marketing metrics indicate positive performance with consistent sales growth from 2021 to 2026. The warung holds a strong market share position due to the absence of direct competitors in this segment. The study applies a Customer Relationship Management (CRM) framework to analyze the acquire, enhance, and retain processes. The findings suggest that consistent product quality and WOM mechanisms are the primary drivers of organic growth; however, the lack of a digital marketing strategy remains a weakness that needs to be addressed promptly.