Supporting Factors of Digital Marketing and Customer Relationship Management and Their Role in Developing the Champion UMKM Model in West Java: Literature Review
https://doi.org/10.35877/454RI.qems3951
Keywords:
Digital Marketing, Customer Relationship Management, Customer Satisfaction, Customer Engagement, Customer Loyalty, Champion MSMEs, Soft System Methodology (SSM)
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Abstract
This study aims to identify the supporting factors in implementing Digital Marketing(DM) and Customer Relationship Management(CRM) and to examine their role in developing the Champion MSME model in West Java. Amidst tight digital competition, many MSMEs have not fully leveraged the use of digital technology, particularly in building strong customer relationships and expanding their market share. The method employed is a Systematic Literature Review(SLR) using the PRISMA 2020 guidelines, which involves articles published between 2015 and 2025 and indexed in Scopus, Web of Science, Copernicus, Sinta, and Garuda. The results of the study show that the success of digital marketing (DM) and CRM depends on the level of digital literacy, technological infrastructure support, personal interaction, and efficient customer data management. Both strategies play a role in increasing Customer Satisfaction(CS), Customer Engagement(CE), and Customer Loyalty(CL), which then contribute positively to MSME performance. In addition, the Soft System Methodology (SSM) approach is used to design a contextual Champion MSME development model that involves the participation of stakeholders. These findings are expected to be the basis for an effective strategy for developing sustainable MSME digitalization.
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Al-Nawafah, S. S., Al-Shorman, H. M., Aityassine, F. L. Y., Khrisat, F. A., Hunitie, M. F. A., Mohammad, A., & Al-Hawary, S. I. S. (2022). The effect of supply chain management through social media on the competitiveness of the private hospitals in Jordan. Uncertain Supply Chain Management, 10(3), 737–746. https://doi.org/10.5267/j.uscm.2022.5.001
Alsheikh, L. H. (2020). The Impact of Green Marketing Strategies on Marketing Performance of Small and Medium-Sized Restaurants in Saudi Arabia. Test Engineering & Management, 83(7), 10084–10091.
Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2–3), 215–234. https://doi.org/10.1080/12460125.2021.1881272
Barreto, A., Hadikusumo, R. A., & Ruswandi, W. (2025). The Journal of Academic Science Digital Transformation as a Catalyst for Business Performance and Competitive Dynamics in Emerging Economies. The Journal of Academic Science, 2(4), 1228–1238.
Bismo, A., Putra, S., & Melysa. (2019). Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: A case study at PT. Soltius Indonesia. Proceedings of 2019 International Conference on Information Management and Technology, ICIMTech 2019, 1(August), 109–114. https://doi.org/10.1109/ICIMTech.2019.8843763
Christyanti, D. A. (2020). PENGELOLAAN CUSTOMER ENGAGEMENT PADA MEDIA SOSIAL UNTUK MEMBIDIK PASAR MILENIAL PADA TAHUN 2019 (Studi Kasus Pengelolaan Konten Promosi Instagram Labalaba Periode September 2018 – Maret 2019). Jurnal Visi Komunikasi, 19(1), 110. https://doi.org/10.22441/visikom.v19i1.15128
Darmadi, R., Silitonga, P., & Kristiadi, A. Ag. (2021). Pengaruh Social Media Customer Engagement Dan Kepuasan Pelanggan Terhadap Loyalitas Merek Perguruan Tinggi Swasta. Widya Manajemen, 3(2), 166–177. https://doi.org/10.32795/widyamanajemen.v3i2.1692
Dewi, L. K. C., Widagdo, S., Martini, L. K. B., & Suardana, I. B. R. (2022). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Keputusan Wisatawan Dengan Brand Image Sebagai Variabel Mediasi. EKUITAS (Jurnal Ekonomi Dan Keuangan), 6(2), 243–270. https://doi.org/10.24034/j25485024.y2022.v6.i2.5205
Ernantyo, Y. E., & Febry, T. (2022). Pengaruh Implementasi Digital Marketing Dan Customer Relationship Marketing Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Pada Kafe Kisah Kita Ngopi. Konsumen & Konsumsi : Jurnal Manajemen, 1(2), 107–128.
Ginting, J. B. (2023). Program Jabar Juara yang Bikin UMKM di Jawa Barat Makin Maju. Https://Www.Idntimes.Com/.
Hananto, A., & Septiani, W. (2020). Pendekatan Soft System Methodology Untuk Perancangan Model Pembelajaran Praktik Berbasis Produksi. Jurnal Teknik Industri, 10(1), 53–65. https://doi.org/10.25105/jti.v10i1.8389
Hollebeek, L. D., & Belk, R. (2021). Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives. International Journal of Research in Marketing, 38(2), 387–401. https://doi.org/10.1016/j.ijresmar.2021.03.001
Idntimes.com. (2023). 4 Program Jabar Juara yang Bikin UMKM di Jawa Barat Semakin Maju. Https://Www.Idntimes.Com/Business/Economy/Bastanta-Ginting/Program-Jabar-Juara-Yang-Bikin-Umkm-Di-Jawa-Barat-Semakin-Maju-C1c2.
Jannah, M. M., & Fadli, J. A. (2023). The Effect of Brand Satisfaction and Consumer Experience on Brand Loyalty through Brand Love. International Journal of Social Health, 2(3), 82–91. https://doi.org/10.58860/ijsh.v2i3.29
Joko Susilo, Yineita ANisma, A. S. (2022). Pengaruh Literasi Keuangan, Inklusi Keuangan dan Inovasi terhadap Kinerja UMKM. CURRENT: Jurnal Kajian Akuntansi Dan Bisnis Terkini, 3(1), 1–10. https://doi.org/10.31258/jc.2.3.506-517
Korzynski, P., Kozminski, A. K., Baczynska, A., & Haenlein, M. (2021). Bounded leadership: An empirical study of leadership competencies, constraints, and effectiveness. European Management Journal, 39(2), 226–235. https://doi.org/10.1016/j.emj.2020.07.009
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). MARKETING 4.0 Moving from Traditional to Digital. John Wiley & Sons, Inc., Hoboken, New Jersey. Published.
Masito, R. A. (2021). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Loyalitas Konsumen Pada Produk Air Minum Cheers ( Studi Pt . Atlantic Biruraya ). Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1216–1222.
Maszudi, E. (2023). Strategi Digital Marketing Untuk Pemberdayaan Umkm Di Indonesia. Prima Ekonomika, 14(1), 74. https://doi.org/10.37330/prima.v14i1.155
Mayzira, C., & Syahrial, H. (2024). Pengaruh Digital Marketing dan Customer Relationship Marketing Terhadap Loyalitas Konsumen Pulma House Medan The Influence of Digital Marketing and Customer Relationship Marketing on Consumer Loyalty Pulma Hous. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 5(1), 22–33. https://doi.org/10.31289/jimbi.v5i1.4322
Muhammad, H. (2022). 79 Persen UMKM di Jabar Masih Belum Melek Digitalisasi. Https://Ekonomi.Republika.Co.Id/.
Nanda Vinilia Putri, Indah Listyani, & Zulfia Rahmawati. (2023). Pengaruh Customer Relationship Management Dan Digital Marketing Terhadap Loyalitas Pelanggan Pada Lembaga Global English Pare. Jurnal Manajemen Riset Inovasi, 1(2), 74–85. https://doi.org/10.55606/mri.v1i2.1048
Ningsih, K. S. W., & Sutedjo, B. (2024). Pengaruh Customer Value Dan Customer Experience Terhadap Purchase Intention Dan Terhadap Customer Satisfaction (Study Pada Pelanggan Produk Fashion Di E-Commerce Shopee). JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(1), 339–352.
Nosalska, K., & Mazurek, G. (2019). Marketing principles for Industry 4.0 - a conceptual framework. Engineering Management in Production and Services, 11(3), 9–20. https://doi.org/10.2478/emj-2019-0016
Novitasari, & Ekowati, L. (2022). Pelatihan Penyusunan Laporan Keuangan Berstandar Emkm Untuk Peningkatan Kinerja Umkm Kabupaten Bogor. Prosiding Seminar Nasional Pengabdian Kepada Masyarakat 2022 (SNPPM-2022), 8, 21–29.
Nurmalasari, L. (2021). PENGARUH SOCIAL MEDIA MARKETING DAN KETERLIBATAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE (Studi Kasus Pada UMKM Bidang Kuliner). Jurnal Apresiasi Ekonomi, 9(3), 288–300. https://doi.org/10.31846/jae.v9i3.405
Pasaribu, M. K., Larasati, A. N., Siahaan, D. F., & Manik, B. (2023). Upaya Peningkatan Penjualan pada UMKM Tahu Sumedang Putri Deli Medan melalui Kemasan Ramah Lingkungan dan Strategi Digital Marketing. Bima Abdi: Jurnal Pengabdian Masyarakat, 3(1), 57–67. https://doi.org/10.53299/bajpm.v3i1.275
Pertiwi Siregar, D. N., Cahyani, W., & Chaniago, A. U. (2020). Pengaruh Customer Relationship Management (Crm) Terhadap Loyalitas Pengguna Irian Card (I-Card) Pada Irian Dept Store & Supermarket Medan Marelan. Jurnal SAINTIKOM (Jurnal Sains Manajemen Informatika Dan Komputer), 19(1), 17. https://doi.org/10.53513/jis.v19i1.221
Rahmawati, E., & Sanaji. (2015). Pengaruh customer engagement terhadap kepuasan. Jurnal Riset Ekonomi Dan Manajemen, 15(2), 246–261.
Resti, & Setiawati, C. I. (2022). Pengaruh Customer Relationship Management Berupa Goclub Feature. Journal of Management & Business, 5(1), 2022. https://doi.org/10.37531/sejaman.v5i1.2214
Ruswandi, W., Wulandari, R., Deni, A., Juliansyah, E., & Rizki, C. M. (2024). Digital Literacy and Business Networks on Business Competitiveness For Business Sustainability. International Conference on Digital Education and Social Science (ISDESS), December, 299–317.
Saleh, C., & Leuveano, A. C. (2019). Penelusuran Kepustakaan Sistematis. October. https://doi.org/10.13140/RG.2.2.22568.72969
Septiana, T. D., & Maulany, R. (2021). Pengembangan Manajemen Data Dan Informasi Menggunakan Analisis Soft System Methodology Di Universitas Advent Indonesia. TeIKa, 11(1), 1–13. https://doi.org/10.36342/teika.v11i1.2473
Sintia Safrianti, Veny Puspita, Seftya Dwi Shinta, A. (2022). Tingkat financial technology terhadap peningkatan kinerja UMKM dengan variabel intervening inklusi keuangan pada pelaku UMKM Kota Bengkulu Sintia. Management and Business Review, 6(2), 212–227.
Sulaeman, K. M., Ramdan, A. M., & Jhoansyah, D. (2023). ANALISIS CUSTOMER RELATIONSHIP MANAGEMENT DAN NILAI PELANGGAN TERHADAP LOYALITAS PELANGGAN (Survei pada Penumpang PT KAI di Kota Sukabumi). Jurnal Bisnis & Akuntansi, 13(2), 83–97. https://ejournalwiraraja.com/index.php/FEB/article/view/2594
Suwarno, I. C. W., & Martini, E. (2021). Peran Customer Relationship Management Dalam Meningkatkan Loyalitas Pelanggan: Studi Kasus Di Hotel Zaen Syariah Solo. Jurnal E-Proceeding of Management, 8(2), 995–1003.
Ukmindonesia.id. (2023). Data UMKM, Jumlah dan Pertumbuhan Usaha Mikro, Kecil, dan Menengah di Indonesia. Https://Ukmindonesia.Id/Baca-Deskripsi-Posts/Data-Umkm-Jumlah-Dan-Pertumbuhan-Usaha-Mikro-Kecil-Dan-Menengah-Di-Indonesia.
Viviani, N. E., Mufidah, E., & Fibriyani, V. (2020). Pengaruh Keterampilan, Pengetahuan, Dan Kemampuan Sdm Terhadap Kinerja Umkm Mebel Di Kelurahan Sebani Kota Pasuruan. Jurnal EMA, 5(1), 29–37. https://doi.org/10.47335/ema.v5i1.46
Published
2025-04-30
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How to Cite
Wulandari, R., Nugroho, A., & Derriawan, D. (2025). Supporting Factors of Digital Marketing and Customer Relationship Management and Their Role in Developing the Champion UMKM Model in West Java: Literature Review. Quantitative Economics and Management Studies, 6(2), 283-292. https://doi.org/10.35877/454RI.qems3951
Copyright (c) 2025 Rosanna Wulandari, Arissetyanto Nugroho, Derriawan Derriawan
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