Optimasi Penjualan Oleh-oleh Sumbar Menggunakan Analisa Diferensial dan Strategi E-Business D-CRM

UMKM Sanjai Tek Gadih, is one of the micro, small and medium enterprises in Indonesia, facing and maintaining its business continuity is a big challenge in market development. The dynamics of consumer purchase interest and the need to maintain customer loyalty are key factors that influence long-term success. In the face of these challenges, innovation and technology adoption are crucial. The differential analysis and D-CRM application is designed to provide a comprehensive solution to address these dynamics. The adoption of these technologies can also help stores optimise marketing strategies, improve service quality, and make more informed business decisions based on accurate data. This research aims to improve the performance of Sanjai Tek Gadih Store through identifying the factors that influence the dynamics of consumer buying interest in the store's products. Designing and developing an application by adopting two approaches, namely differential analysis and DCRM, where differential analysis is intended to provide decisions, while DCRM is intended to facilitate customers in interacting with this Sanjai Shop. The data collection methods used are observation, interviews, analysis of existing documents, and literature studies as a theoretical basis. As well as using the Waterfall system development method including analysis, design, coding, and testing. This research has a high urgency given the importance of a deep understanding of the dynamics of purchase interest and customer relationships to maintain the sustainability of Toko Sanjai in the midst of intense market competition. With the right technology solutions, Toko Sanjai Tek Gadih can be more adaptive to market changes and be able to achieve sustainable growth in the future.