Exploration of Relational Marketing Strategies in Small and Medium Businesses in the Digitalization Era

Abstract

The development of digital technology has transformed the marketing paradigm, particularly in the context of the relationship between businesses and their customers. Small and medium-sized enterprises (SMBs), which are the backbone of Indonesia's economy, must adapt to a more relevant relational marketing approach in the digital era. This study aims to explore the relational marketing strategies employed by BKM actors in fostering customer loyalty through digital media. This research uses a qualitative approach with a case study design, involving 12 business actors from the culinary, fashion, creative services, and handicraft sectors in the Yogyakarta, Bandung, and Depok areas. Data collection techniques are carried out through in-depth interviews, observations, and documentation. The results show that media such as Instagram, WhatsApp Business, and TikTok are used strategically to build personal communication, convey brand stories, and create emotional connections with customers. However, there are still limitations in the use of an integrated customer relationship management (CRM) system. This research emphasizes the importance of inclusive and strategic digitalization in strengthening MSME customer relationships in Indonesia.