Strategi Pelayanan Berbasis Customer Relationship Management (CRM) dalam Meningkatkan Loyalitas Penumpang : Studi Kasus pada Kapal Penumpang PT Pelni
DOI:
https://doi.org/10.56910/jumbiwira.v4i3.3209Keywords:
CRM, Passenger Loyalty, PT PELNI, Sea Transportation, Service StrategyAbstract
This study was motivated by the increasing competition between sea transportation and other modes of transportation, such as air and land, which required PT PELNI as a state-owned shipping company to continuously develop service strategies capable of maintaining and enhancing passenger loyalty. In particular, the implementation of Customer Relationship Management (CRM) has become an important approach to improve the relationship between the company and passengers, ensuring service quality that meets expectations and fosters long-term engagement. The objectives of this study were to analyze the application of CRM strategies on PT PELNI passenger ships, identify factors influencing the effectiveness of CRM implementation, and assess its impact on passenger loyalty. A descriptive qualitative approach was employed, using in-depth interviews with passengers and staff, documentation of corporate policies and reports, as well as interactive data analysis to obtain a comprehensive understanding. The results indicate that CRM at PT PELNI has been fairly effective, particularly through improvements in service quality, staff professionalism, and the broad network of routes, which contribute to passenger satisfaction and loyalty. However, limitations were found in terms of service personalization, data utilization, and post-trip communication, signaling the need for digital-based loyalty programs and more integrated data management. The implications of this study highlight the importance of developing a more passenger-centric CRM strategy to strengthen long-term relationships, enhance customer retention, and support PT PELNI’s competitiveness in the maritime transportation industry.
References
Aprilia, S. B., Ati, N. U., & Sekarsari, R. W. (2020). Analisis kualitas pelayanan Perusahaan Daerah Air Minum (PDAM) Kecamatan Dampit dalam menanggapi pengaduan masyarakat untuk meningkatkan kepuasan pelanggan (Studi pada Desa Pamotan, Ubalan, Dawuhan Kecamatan Dampit Kabupaten Malang). Respon Publik, 14(5), 1–13.
Ardhana, C. S., & Yudianto, K. (2024). Pengaruh kualitas pelayanan petugas check-in counter terhadap kepuasan penumpang maskapai Citilink di Bandar Udara Internasional I Gusti Ngurah Rai Bali. MES Management Journal, 3(1), 15–29. https://doi.org/10.56709/mesman.v3i1.139
Barus, D. R., Simangunsong, J. S., Ginting, S. E. B., & Saragih, L. S. (2024). Pengaruh perkembangan teknologi informasi terhadap pasar global (The influence of information technology developments on global markets). JIIC: Jurnal Intelek Insan Cendikia, 1(4), 1–12.
Bidara, M. M., Wilar, W. F., & Lambey, T. (2022). Strategi pemerintah desa untuk meningkatkan partisipasi masyarakat dalam pembangunan desa (Studi di Desa Talawid Kecamatan Siau Barat Selatan Kabupaten Siau Tagulandang Biaro). POLITICO: Jurnal Ilmu Politik, 11(1), 92–105. https://doi.org/10.35797/jp.v11i1.42655
Ernawati, L. (2023). Strategi pemasaran produk Bachiss dalam menghadapi persaingan bisnis ditinjau dari etika bisnis Islam di Kab. Pinrang. IAIN Pare-Pare. https://repository.iainpare.ac.id/id/eprint/8277/1/18.2400.008.pdf
Fadiyah, S. N., & Munawaroh. (2025). Analisis manajemen sumber daya manusia guna meningkatkan loyalitas pelanggan. MASMAN: Master Manajemen, 3(1), 123–133. https://doi.org/10.59603/masman.v3i1.716
Febriani, & Cipta, W. (2023). Kualitas produk dan kualitas pelayanan serta harga berpengaruh terhadap loyalitas pelanggan di Kedai Kebab Turkey Telaga Mas, Karangasem. Jurnal Manajemen Perhotelan dan Pariwisata, 6(1), 1–10. https://doi.org/10.23887/jmpp.v6i1.36896
Febrianti, T. N., & Supriyoso, P. (2024). Strategi customer relationship management (CRM) untuk meningkatkan customer retention pada PD. Putra I'S. Prosiding, 7, 804–815.
Firdausy, S. B. K., & Ahmadi, M. A. (2025). Strategi pemasaran omnichannel: Tinjauan literatur terhadap tren dan inovasi dalam pengalaman konsumen di era digital. Jurnal Serambi Ekonomi dan Bisnis, 8(1), 618–628.
Halim, F., Kurniullah, A. Z., Butarbutar, M., Efendi, E., Sudarso, A., Purba, B., ... & Novela, V. (2021). Manajemen pemasaran jasa. Medan: Yayasan Kita Menulis.
Hartono, R. (2020). Strategi bantuan Bank Rakyat Indonesia Kantor Cabang Unit Enrekang dalam upaya memaksimalkan loyalitas nasabah (Analisis manajemen syariah). IAIN Pare-Pare. https://repository.iainpare.ac.id/id/eprint/2345/2/15.2300.205%20Sampul%20dan%20Abstrak.pdf
Hasan, G., Lim, J., Fernandes, N., Raymond, & Eddison, T. (2023). Dampak customer relationship management (CRM) terhadap kinerja perusahaan di tiga segmen (keuangan, pemasaran dan operasional). Jurnal Minfo Polgan, 12(2), 1–9. https://doi.org/10.33395/jmp.v12i2.12431
Ismanto, J. (2020). Manajemen pemasaran (1st ed.). Tangerang Selatan: UNPAM Press.
Kesuma, B. P. (2021). Strategi managerial kepala sekolah dalam membangun budaya pelayanan prima di SMPIT Al-Hijrah Medan. Universitas Islam Negeri Sumatera Utara Medan. https://share.google/pTpt2IK5ZskBY1o9x
Kurniawan, K. J., Wahyudi, R., & Hellyani, C. A. (2023). Pengaruh brand awareness dan brand image terhadap keputusan pembelian produk Mixue di Kota Malang. Jurnal Riset Manajemen dan Ekonomi (JRIME), 1(3), 231–242. https://doi.org/10.54066/jrime-itb.v1i3.434
Kusumawati, E. (2021). Implementasi customer relationship management pada industri pendidikan: Studi kasus pada Akademi Pariwisata. Altasia Jurnal Pariwisata Indonesia, 3(1), 1–8. https://doi.org/10.37253/altasia.v3i1.1385
Lismawati, L., & Arrozi, M. F. (2020). Pengaruh kepuasan pelanggan terhadap loyalitas pelanggan dimediasi oleh trust dan switching barrier pada pengguna kartu Telkomsel Simpati. JCA of Economics and Business, 1(2).
Mahmudin, M. (2022). Analisis teknik permainan violin II pada lagu Concerto for Two Violins, 1st movement karya J.S. Bach. Repertoar Journal, 2(2), 295–311. https://doi.org/10.26740/rj.v2n2.p295-311
Maulidin, A. (2021). Strategi pengembangan hasil perikanan pemerintah daerah dalam meningkatkan kesejahteraan ekonomi nelayan (Studi pada Dinas Perikanan Kota Probolinggo). Universitas Panca Marga. http://repository.upm.ac.id/3753/
Mustaan, & Hamdi, N. (2021). Peranan strategi marketing guna meningkatkan volume penjualan pada perusahaan Master Gift Box Malang. Jurnal Inovasi Penelitian, 2(2).
Nur Rahma, R. N. (2021). Strategi pemasaran untuk meningkatkan penjualan busana muslim pada Butik Mahda Collection di Kota Palopo. Institut Agama Islam Negeri Palopo. https://repository.iainpalopo.ac.id/id/eprint/4129/1/NUR%20RAHMA%20(1504010126).pdf
Sanjaya, R., Afdhal, S., & Syahputro, S. B. (2023). Analisis customer relationship management pada Ouca Ice Cream & Space Batu 8 di Tanjungpinang. Management Journal, 1(6), 1204–1214.
Satriyono, G., Rukmini, M., Arindra, B. F. K., Musyafar, R. H., & Agustina, E. (2023). Penerapan customer relationship management (CRM) pada model pelayanan konsumen rumah makan Pecel Tumpang Bu Beny Kota Kediri. Management Studies and Entrepreneurship Journal, 4(4), 4239–4246.
Siswati, E., Iradawati, S. N., & Imamah, N. (2024). Customer relationship management dan implementasinya pada perusahaan kecil. Jawa Tengah: Eureka Media Aksara.
Smith, J., & Rogers, M. (2021). Customer relationship management: A discussion on its misconceptions. ResearchGate. https://www.researchgate.net/publication/354023384_Customer_Relationship_Management_A_Discussion_on_Its_Misconceptions
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
