Mengukur Kesiapan Implementasi Customer Relationship Management (CRM) Model Application Service Provider (ASP) pada Usaha Mikro Kecil Menengah (UMKM) di Indonesia

Rianto Rianto, Djoko Budiyanto Setyohadi

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Abstrak— UMKM menjadi penyumbang utama pendapatan nasional untuk suatu Negara, khususnya Negara berkembang. UMKM tumbuh dan menyerap banyak tenaga kerja dan menjadi roda perekonomian utama. Indonesia menjadi salah satu dari banyak negara, dimana UMKM memberikan banyak kontribusi pendapatan nasional dan penyerapan tenaga kerja. Dalam bisnis, perubahan diperlukan agar tetap hidup dan berkembang, dalam hal ini perubahan bisnis yang bersifat konvensional ke e-bisnis. Salah satunya adalah CRM, CRM telah banyak digunakan oleh perusahaan-perusahaan besar untuk mengembangkan bisnis mereka. Implementasi CRM membutuhkan modal yang besar, khususnya aplikasi CRM model tradisional. Dibandingkan dengan Model ASP, CRM model ini sangat sesuai untuk UMKM khususnya di Indonesia karena dari segi keuangan dapat dijangkau oleh UMKM di Indonesia. Pada penelitian ini sebanyak 30 UMKM tingkat menengah digunakan sebagai koresponden dan digunakan untuk mengukur kesiapan UMKM di Indonesia menggunakan teknologi CRM dengan model ASP. Dimana pada hasil penelitian mengenai kegiatan yang berhubungan dengan CRM dilihat  dari dimensi intelektual, sosial dan teknologi masih terlihat sangat rendah.


Kata Kunci— Application Service Provider, Customer Relationship Management, e-Bisnis, Usaha Mikro Kecil Menengah.

Abstract— SMEs have become a major contributor to the national income of a country, particularly a developing country. SMEs grow and absorb a lot of labor and become major economic wheel. Indonesia becomes one of many countries in which SMEs have contributed greatly to national income and employment. In business, change is needed in order to make it survive and develop; in this case is the change of conventional business to e-business. One of the changes is CRM, which has been widely used by giant companies to develop their business. CRM implementation requires substantial financial capital, particularly the application of traditional CRM. Compared to ASP model, this model is very appropriate for SMEs, especially in Indonesia, because it is affordable for SMEs in Indonesia. In this study, 30 middle-level SMEs were involved as correspondents and used to measure the readiness of SMEs in Indonesia using CRM technology with ASP model. Whereas, the results of research on activities associated with CRM viewed from intellectual, social, and technological dimension still look very low.


Keywords— Application Service Provider, Customer Relationship Management, e-Business, Small and Medium-Sized Enterprises.


Application Service Provider; Customer Relationship Management; e-Bisnis; Usaha Mikro Kecil Menengah

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