DAMPAK HUBUNGAN PELANGGAN TERHADAP LOYALITAS KONSUMEN PADA PRODUK CUSTOM DI CV MULTIMETALINDO

Abstrak

Industri manufaktur berbasis produk custom menuntut tingkat presisi teknis dan kualitas komunikasi yang tinggi antara perusahaan dan pelanggan. Penelitian ini bertujuan untuk menganalisis dampak pengelolaan hubungan pelanggan terhadap loyalitas konsumen pada produk custom di CV Multimetalindo. Metode penelitian menggunakan pendekatan kualitatif melalui wawancara mendalam, observasi lapangan, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa miskomunikasi spesifikasi teknis, kurangnya transparansi informasi produksi, serta belum terstrukturnya pelayanan purna jual berpengaruh terhadap loyalitas pelanggan. Implementasi perbaikan hubungan pelanggan melalui penyusunan SOP validasi spesifikasi dan perbaikan alur komunikasi terbukti meningkatkan kepuasan dan potensi repeat order pelanggan.

The custom-based manufacturing industry requires a high level of technical precision and effective communication between companies and customers. This study aims to analyze the impact of customer relationship management on customer loyalty in custom products at CV Multimetalindo. The research employs a qualitative approach through in-depth interviews, field observations, and documentation studies. The findings indicate that miscommunication of technical specifications, limited transparency in production timelines, and the absence of a structured after-sales service system negatively affect customer loyalty. However, the implementation of improved customer relationship management through the development of standard operating procedures (SOP) for specification validation and the enhancement of communication flows has proven to increase customer satisfaction and the potential for repeat orders. These results highlight the strategic role of customer relationship management in strengthening customer loyalty within the custom manufacturing sector.