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Optimizing Social Media Promotion Strategy to Increase Customer Retention Rate (CRR) with GKG Customer Engagement
Corresponding Author(s) : Yahya Nur Ifriza
Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control,
Vol. 9, No. 4, November 2024 (Article in Progress)
Abstract
In the digital age, businesses are increasingly relying on social media platforms to engage with their customers and foster brand loyalty. This paper presents a comprehensive study aimed at optimizing social media promotion strategies to enhance Customer Retention Rate (CRR) while utilizing the GKG (Get Keep Growth) Customer Engagement framework. By examining the interplay between social media promotion tactics and customer engagement metrics, we investigate how businesses can leverage data-driven insights to improve customer retention. Our research showcases the importance of tailoring social media campaigns to individual customer preferences and behaviour, ultimately leading to increased customer satisfaction and loyalty. The results of the analysis of the development of the Customer Retention Rate graph were produced on FMIPA social media with an average CRR in the base case of 71%. Through a combination of data analysis and case studies, we provide actionable recommendations for businesses seeking to maximize the effectiveness of their social media promotion efforts and elevate their CRR.
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- B. Harto and R. Komalasari, “Optimalisasi Platform Online Internet Marketing Untuk Sme Little Rose Bandung,” Empowerment in the Community, vol. 1, no. 1, p. 1, Jan. 2020, doi: 10.31543/ecj.v1i1.357.
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- S. Rajesh et al., “Detection of features from the internet of things customer attitudes in the hotel industry using a deep neural network model,” Measurement: Sensors, vol. 22, Aug. 2022, doi: 10.1016/j.measen.2022.100384.
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- K. Ngibad, N. Sembilu, and K. Ula, “Pelatihan dan Pendampingan Dalam Pemasaran Produk Sirup Markisa Melalui Internet Marketing,” Jurnal Pengabdian Kepada Masyarakat, vol. 5, 2021.
- E. Siregar, P. Negeri Media Kreatif, and T. Grafika Kampus Medan, “Pengggunaan Internet Marketing Bagi Umkm Pedagang Ikan Hias Pbass Di Kelurahan Medan Estate,” 2022.
- A. Hendrawan, H. Sucahyowati, K. Cahyandi, A. Rayendra, and A. Maritim Nusantara, “Pengaruh Marketing Digital Terhadap Kinerja Penjualan Produk Umkm Asti Gauri Di Kecamatan Bantarsari Cilacap Program Doktor Ilmu Manjemen UNSOED,” 2019.
- E. Supriyati and M. Iqbal, “Faktor Adopsi Internet Marketing Untuk Usaha Mikro Dan Usaha Kecil Menengah (Umkm) Di Kabupaten Kudus Dengan Sem (Structural Equation Model) Dan Framework Cobit 4.1,” Jurnal SIMETRIS, vol. 3, 2013, [Online]. Available: www.itgi.org,
- O. : Bertha and S. Sutejo, “Internet Marketing: Konsep Dan Persoalan Baru Dunia Pemasaran,” 2006.
- J. K. Abdi, C. Harini, and A. Rohman, “Iptek Bagi Masyarakat dan Pengembangan Marketing Online Pada UMKM Kabupaten Semarang.”
- D. Harini, S. Handayani, J. Banjarsari Barat No, J. Manajemen, and S. Dharmaputra Jalan Pamularsih Raya No, “Pemasaran Kewirausahaan Melalui E-Commerce Untuk Meningkatkan Kinerja Umkm,” DERIVATIF : Jurnal Manajemen, vol. 13, no. 2, 2019.
- D. Harini, S. Handayani, J. Banjarsari Barat No, J. Manajemen, and S. Dharmaputra Jalan Pamularsih Raya No, “Pemasaran Kewirausahaan Melalui E-Commerce Untuk Meningkatkan Kinerja Umkm,” DERIVATIF : Jurnal Manajemen, vol. 13, no. 2, 2019.
- A. Masrianto, H. Hartoyo, A. V. S. Hubeis, and N. Hasanah, “Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 8, no. 3, Sep. 2022, doi: 10.3390/joitmc8030153.
- Y. Luo, J. Zhong, W.-L. Liu, and W.-N. Chen, “Automatic Business Location Selection through Particle Swarm Optimization and Neural Network,” in 2023 15th International Conference on Advanced Computational Intelligence, ICACI 2023, 2023. doi: 10.1109/ICACI58115.2023.10146157.
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- M. Javaid, A. Haleem, R. P. Singh, S. Khan, and R. Suman, “An extensive study on Internet of Behavior (IoB) enabled Healthcare-Systems: Features, facilitators, and challenges,” BenchCouncil Transactions on Benchmarks, Standards and Evaluations, vol. 2, no. 4, p. 100085, Oct. 2022, doi: 10.1016/j.tbench.2023.100085.
- W. Chmielarz, A. Fandrejewska, M. Zborowski, and R. Nowacki, “Determinants of Internet use regarding shopping preferences, COVID-19 pandemic occurrence, perception of security and Internet marketing - a case study of Poland,” in Procedia Computer Science, Elsevier B.V., 2022, pp. 4463–4476. doi: 10.1016/j.procs.2022.09.510.
- S. Banaeian Far, A. Imani Rad, and M. Rajabzadeh Asaar, “ACR-MLM: a privacy-preserving framework for anonymous and confidential rewarding in blockchain-based multi-level marketing,” Data Science and Management, vol. 5, no. 4, pp. 219–231, Dec. 2022, doi: 10.1016/j.dsm.2022.09.003.
- J. C. Hoekstra and P. S. H. Leeflang, “Thriving through turbulence: Lessons from marketing academia and marketing practice,” European Management Journal, 2022, doi: 10.1016/j.emj.2022.04.007.
- A. Kedzierska-Szczepaniak and Z. Minga, “Content marketing as an innovative solution for crowdfunding platforms - the example of Patronite platform,” in Procedia Computer Science, Elsevier B.V., 2022, pp. 4318–4327. doi: 10.1016/j.procs.2022.09.495.
- I. T. Hawaldar, M. S. Ullal, A. Sarea, R. T. Mathukutti, and N. Joseph, “The Study on Digital Marketing Influences on Sales for B2B Start-Ups in South Asia,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 8, no. 1, Mar. 2022, doi: 10.3390/joitmc8010023.
- M. R. Fahdia, I. Kurniawati, F. Amsury, Heriyanto, and I. Saputra, “Pelatihan Digital Marketing Untuk Meningkatkan Penjualan Bagi UMKM Tajur Halang Makmur,” Abdiformatika: Jurnal Pengabdian Masyarakat Informatika, vol. 2, no. 1, pp. 34–39, May 2022, doi: 10.25008/abdiformatika.v2i1.147.
- S. S. Suprapto and V. A. Kusuma, “Pengukuran Waktu Tunggu Verifikasi Transaksi Digital Otomatis Berbasis Quick Response Code Indonesian Standard ( QRIS ) Dynamic pada Rancang Bangun Vending Machine,” SPECTA Journal of Technology, vol. 6, no. 1, pp. 10–17, 2022.
- C. S. Bangun and S. Purnama, “Optimalisasi Pemanfaatan Digital Marketing untuk UMKM (Usaha Mikro, Kecil dan Menengah),” ADI Pengabdian Kepada Masyarakat, vol. 3, no. 2, pp. 89–98, Dec. 2022, doi: 10.34306/adimas.v3i2.826.
- A. D. Riyanto1, M. Faiz, N. 2 1stmik, and A. Purwokerto, “Pelatihan Pemanfaatan Media Sosial Sebagai Media Promosi Online Untuk Pelaku Umkm Di Cilacap,” Jurnal Pengabdian Kepada Masyarakat, vol. 2, no. 2, 2018, [Online]. Available: http://ejurnal.ikippgribojonegoro.ac.id/index.php/J-ABDIPAMAS
- Y. Christian, T. Wibowo, and P. Agung Winata, “KLIK: Kajian Ilmiah Informatika dan Komputer Perancangan Sistem E-Commerce Berbasis Web dengan Metode System Development Life Cycle untuk Usaha Mikro Kecil dan Menengah Pakaian di Kota Batam,” Media Online, vol. 4, no. 3, pp. 1271–1281, 2023, doi: 10.30865/klik.v4i3.1408.
- D. Hendika Wibowo Zainul Arifin Sunarti Fakultas Ilmu Administrasi, “Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM (Studi pada Batik Diajeng Solo),” 2015. [Online]. Available: www.depkop.go.id
- Y. Beeharry and R. Tsokizep Fokone, “Hybrid approach using machine learning algorithms for customers’ churn prediction in the telecommunications industry,” Concurr Comput, vol. 34, no. 4, 2022, doi: 10.1002/cpe.6627.
- T. Mandhula, S. Pabboju, and N. Gugulotu, “Predicting the customer’s opinion on amazon products using selective memory architecture-based convolutional neural network,” Journal of Supercomputing, vol. 76, no. 8, pp. 5923–5947, 2020, doi: 10.1007/s11227-019-03081-4.
- S. Raizada and A. Sinha, “Modelling Customer Churn rate and its use for Customer retention planning.” [Online]. Available: https://ssrn.com/abstract=3998408
- K. Matsuoka, “Effects of revenue management on perceived value, customer satisfaction, and customer loyalty,” J Bus Res, vol. 148, pp. 131–148, Sep. 2022, doi: 10.1016/j.jbusres.2022.04.052.
- Y. Sun, H. Liu, and Y. Gao, “Research on customer lifetime value based on machine learning algorithms and customer relationship management analysis model,” Heliyon, vol. 9, no. 2, Feb. 2023, doi: 10.1016/j.heliyon.2023.e13384.
- O. F. Seymen, O. Dogan, and A. Hiziroglu, Customer Churn Prediction Using Deep Learning, vol. 1383 AISC. 2021. doi: 10.1007/978-3-030-73689-7_50.
- S. Momin, T. Bohra, and P. Raut, Prediction of Customer Churn Using Machine Learning. 2020. doi: 10.1007/978-3-030-19562-5_20.
- Y. Xie, X. Li, E. W. T. Ngai, and W. Ying, “Customer churn prediction using improved balanced random forests,” Expert Syst Appl, vol. 36, no. 3 PART 1, pp. 5445–5449, 2009, doi: 10.1016/j.eswa.2008.06.121.
References
B. Harto and R. Komalasari, “Optimalisasi Platform Online Internet Marketing Untuk Sme Little Rose Bandung,” Empowerment in the Community, vol. 1, no. 1, p. 1, Jan. 2020, doi: 10.31543/ecj.v1i1.357.
G. Herman Was, A. Sariningsih, S. Bina Mandiri, K. Bogor, and J. Barat, “Pelatihan Pemasaran Produk Usaha Mikro Kecil Dan Menengah (UMKM) Berbasis Digital di Kecamatan Citeureup,” Jurnal Pengabdian Masyarakat Madani, vol. 1, no. 1, 2021.
S. Rajesh et al., “Detection of features from the internet of things customer attitudes in the hotel industry using a deep neural network model,” Measurement: Sensors, vol. 22, Aug. 2022, doi: 10.1016/j.measen.2022.100384.
N. Jamiat, P. Studi Administrasi Bisnis Fakultas Komunikasi, and C. Supyansuri, “Pemanfaatan Digital Marketing Pada UMKM Sukapura Dayeuhkolot Kabupaten Bandung,” ATRABIS: Jurnal Administrasi, vol. 6, no. 1, 2020, [Online]. Available: https://www.slideshare.net/wearesocialsg/digital-in-2017-
K. Ngibad, N. Sembilu, and K. Ula, “Pelatihan dan Pendampingan Dalam Pemasaran Produk Sirup Markisa Melalui Internet Marketing,” Jurnal Pengabdian Kepada Masyarakat, vol. 5, 2021.
E. Siregar, P. Negeri Media Kreatif, and T. Grafika Kampus Medan, “Pengggunaan Internet Marketing Bagi Umkm Pedagang Ikan Hias Pbass Di Kelurahan Medan Estate,” 2022.
A. Hendrawan, H. Sucahyowati, K. Cahyandi, A. Rayendra, and A. Maritim Nusantara, “Pengaruh Marketing Digital Terhadap Kinerja Penjualan Produk Umkm Asti Gauri Di Kecamatan Bantarsari Cilacap Program Doktor Ilmu Manjemen UNSOED,” 2019.
E. Supriyati and M. Iqbal, “Faktor Adopsi Internet Marketing Untuk Usaha Mikro Dan Usaha Kecil Menengah (Umkm) Di Kabupaten Kudus Dengan Sem (Structural Equation Model) Dan Framework Cobit 4.1,” Jurnal SIMETRIS, vol. 3, 2013, [Online]. Available: www.itgi.org,
O. : Bertha and S. Sutejo, “Internet Marketing: Konsep Dan Persoalan Baru Dunia Pemasaran,” 2006.
J. K. Abdi, C. Harini, and A. Rohman, “Iptek Bagi Masyarakat dan Pengembangan Marketing Online Pada UMKM Kabupaten Semarang.”
D. Harini, S. Handayani, J. Banjarsari Barat No, J. Manajemen, and S. Dharmaputra Jalan Pamularsih Raya No, “Pemasaran Kewirausahaan Melalui E-Commerce Untuk Meningkatkan Kinerja Umkm,” DERIVATIF : Jurnal Manajemen, vol. 13, no. 2, 2019.
D. Harini, S. Handayani, J. Banjarsari Barat No, J. Manajemen, and S. Dharmaputra Jalan Pamularsih Raya No, “Pemasaran Kewirausahaan Melalui E-Commerce Untuk Meningkatkan Kinerja Umkm,” DERIVATIF : Jurnal Manajemen, vol. 13, no. 2, 2019.
A. Masrianto, H. Hartoyo, A. V. S. Hubeis, and N. Hasanah, “Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 8, no. 3, Sep. 2022, doi: 10.3390/joitmc8030153.
Y. Luo, J. Zhong, W.-L. Liu, and W.-N. Chen, “Automatic Business Location Selection through Particle Swarm Optimization and Neural Network,” in 2023 15th International Conference on Advanced Computational Intelligence, ICACI 2023, 2023. doi: 10.1109/ICACI58115.2023.10146157.
S. Luo, M. L. Shyu, A. dayarana k. Silalahi, and I. T. Shih, “A business model predicting the impact of live-stream marketing on firms’ stock price - An event study,” Heliyon, vol. 8, no. 12, Dec. 2022, doi: 10.1016/j.heliyon.2022.e12522.
M. Javaid, A. Haleem, R. P. Singh, S. Khan, and R. Suman, “An extensive study on Internet of Behavior (IoB) enabled Healthcare-Systems: Features, facilitators, and challenges,” BenchCouncil Transactions on Benchmarks, Standards and Evaluations, vol. 2, no. 4, p. 100085, Oct. 2022, doi: 10.1016/j.tbench.2023.100085.
W. Chmielarz, A. Fandrejewska, M. Zborowski, and R. Nowacki, “Determinants of Internet use regarding shopping preferences, COVID-19 pandemic occurrence, perception of security and Internet marketing - a case study of Poland,” in Procedia Computer Science, Elsevier B.V., 2022, pp. 4463–4476. doi: 10.1016/j.procs.2022.09.510.
S. Banaeian Far, A. Imani Rad, and M. Rajabzadeh Asaar, “ACR-MLM: a privacy-preserving framework for anonymous and confidential rewarding in blockchain-based multi-level marketing,” Data Science and Management, vol. 5, no. 4, pp. 219–231, Dec. 2022, doi: 10.1016/j.dsm.2022.09.003.
J. C. Hoekstra and P. S. H. Leeflang, “Thriving through turbulence: Lessons from marketing academia and marketing practice,” European Management Journal, 2022, doi: 10.1016/j.emj.2022.04.007.
A. Kedzierska-Szczepaniak and Z. Minga, “Content marketing as an innovative solution for crowdfunding platforms - the example of Patronite platform,” in Procedia Computer Science, Elsevier B.V., 2022, pp. 4318–4327. doi: 10.1016/j.procs.2022.09.495.
I. T. Hawaldar, M. S. Ullal, A. Sarea, R. T. Mathukutti, and N. Joseph, “The Study on Digital Marketing Influences on Sales for B2B Start-Ups in South Asia,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 8, no. 1, Mar. 2022, doi: 10.3390/joitmc8010023.
M. R. Fahdia, I. Kurniawati, F. Amsury, Heriyanto, and I. Saputra, “Pelatihan Digital Marketing Untuk Meningkatkan Penjualan Bagi UMKM Tajur Halang Makmur,” Abdiformatika: Jurnal Pengabdian Masyarakat Informatika, vol. 2, no. 1, pp. 34–39, May 2022, doi: 10.25008/abdiformatika.v2i1.147.
S. S. Suprapto and V. A. Kusuma, “Pengukuran Waktu Tunggu Verifikasi Transaksi Digital Otomatis Berbasis Quick Response Code Indonesian Standard ( QRIS ) Dynamic pada Rancang Bangun Vending Machine,” SPECTA Journal of Technology, vol. 6, no. 1, pp. 10–17, 2022.
C. S. Bangun and S. Purnama, “Optimalisasi Pemanfaatan Digital Marketing untuk UMKM (Usaha Mikro, Kecil dan Menengah),” ADI Pengabdian Kepada Masyarakat, vol. 3, no. 2, pp. 89–98, Dec. 2022, doi: 10.34306/adimas.v3i2.826.
A. D. Riyanto1, M. Faiz, N. 2 1stmik, and A. Purwokerto, “Pelatihan Pemanfaatan Media Sosial Sebagai Media Promosi Online Untuk Pelaku Umkm Di Cilacap,” Jurnal Pengabdian Kepada Masyarakat, vol. 2, no. 2, 2018, [Online]. Available: http://ejurnal.ikippgribojonegoro.ac.id/index.php/J-ABDIPAMAS
Y. Christian, T. Wibowo, and P. Agung Winata, “KLIK: Kajian Ilmiah Informatika dan Komputer Perancangan Sistem E-Commerce Berbasis Web dengan Metode System Development Life Cycle untuk Usaha Mikro Kecil dan Menengah Pakaian di Kota Batam,” Media Online, vol. 4, no. 3, pp. 1271–1281, 2023, doi: 10.30865/klik.v4i3.1408.
D. Hendika Wibowo Zainul Arifin Sunarti Fakultas Ilmu Administrasi, “Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM (Studi pada Batik Diajeng Solo),” 2015. [Online]. Available: www.depkop.go.id
Y. Beeharry and R. Tsokizep Fokone, “Hybrid approach using machine learning algorithms for customers’ churn prediction in the telecommunications industry,” Concurr Comput, vol. 34, no. 4, 2022, doi: 10.1002/cpe.6627.
T. Mandhula, S. Pabboju, and N. Gugulotu, “Predicting the customer’s opinion on amazon products using selective memory architecture-based convolutional neural network,” Journal of Supercomputing, vol. 76, no. 8, pp. 5923–5947, 2020, doi: 10.1007/s11227-019-03081-4.
S. Raizada and A. Sinha, “Modelling Customer Churn rate and its use for Customer retention planning.” [Online]. Available: https://ssrn.com/abstract=3998408
K. Matsuoka, “Effects of revenue management on perceived value, customer satisfaction, and customer loyalty,” J Bus Res, vol. 148, pp. 131–148, Sep. 2022, doi: 10.1016/j.jbusres.2022.04.052.
Y. Sun, H. Liu, and Y. Gao, “Research on customer lifetime value based on machine learning algorithms and customer relationship management analysis model,” Heliyon, vol. 9, no. 2, Feb. 2023, doi: 10.1016/j.heliyon.2023.e13384.
O. F. Seymen, O. Dogan, and A. Hiziroglu, Customer Churn Prediction Using Deep Learning, vol. 1383 AISC. 2021. doi: 10.1007/978-3-030-73689-7_50.
S. Momin, T. Bohra, and P. Raut, Prediction of Customer Churn Using Machine Learning. 2020. doi: 10.1007/978-3-030-19562-5_20.
Y. Xie, X. Li, E. W. T. Ngai, and W. Ying, “Customer churn prediction using improved balanced random forests,” Expert Syst Appl, vol. 36, no. 3 PART 1, pp. 5445–5449, 2009, doi: 10.1016/j.eswa.2008.06.121.