UNDERSTANDING CUSTOMER PREFERENCE TO DEVELOP THE CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY: A CASE STUDY OF COMVEE, AN ADAPTIVE-CLOTHING BRAND

• Main Author: Amelia Trahutama, Frederika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83897
• Institution: Institut Teknologi Bandung

The growth of the apparel industry in Indonesia is growing every year. This is related to the development of increasingly diverse fashion trends. Based on recent research, it is proven that Indonesian people tend to choose simple clothing styles compared to other styles and comfort is also proven to be the most important thing they look for in clothing. In connection with this trend, more and more fashion companies are competing to respond to this trend of simplicity and comfort. Therefore, Comvee feels the need to outperform the competitive market by trying to understand customer preference and getting involved in the trend of the need for simple and comfortable clothing. Hence, this research aims to identify the preference of Comvee's customers, understand how Comvee's Customer Relationship Management will correlate with its Customers' Preference, and enhance the understanding of recommendations for Comvee to develop its Customer Relationship Management strategy which is in line with the Customer Preference. In this research, there are three dimensions involved in Customer Preference, namely Perceived of Product, Perceived of Price, and Perceived of Promotion. Meanwhile, in Customer Relationship Management there are also three dimensions, namely Customers' Attraction, The Value Delivered to Customers, and Customer Engagement. This study used a quantitative approach, and the data was collected with an online survey in the form of a questionnaire, which spread out to 115 respondents who followed Comvee's social media such as Instagram and TikTok. To analyze the relationship between the variables, it used Descriptive Analysis, Spearman's Correlation Analysis, and Cross-tabulation Analysis. The results showed that Customer Preference has a strong positive correlation to Customer Relationship Management with a correlation coefficient of 0.815. Comvee's customers also revealed that they have a preference in effective communications of promotions, the clarity of product's value and advantage, products that suit their needs and the suitability of product prices with their price tolerance. There are also recommendations regarding the development of Comvee's Customer Relationship Management, which are social media optimization according to the target audience, optimize efforts to attract the attention of the market age group 25 - 34 years, strengthen offline presence and community building, and always try to emphasize product's functionality, benefits, and value, while also making its promotion as relatable as possible.