Optimalisasi Manajemen Hubungan Pelanggan Berbasis Teknologi pada Indomaret dalam Era Digitalisasi Ritel

The digital era has brought a major impact on the retail industry, especially in terms of customer relationship management (CRM). This study aims to analyze the implementation of technology-based CRM in Indomaret based on the Diffusion of Innovations (DOI) Theory. Using a mix of qualitative and quantitative methods that include data collection and questionnaires, this study explores how technologies such as mobile applications and digital loyalty programs can improve customer experience and increase loyalty. The results of the study indicate that the implementation of technology-based CRM in Indomaret has increased customer interaction, service personalization, accelerated complaint handling, and created more efficient multi-channel integration. Thus, improving technology-based customer relationship management is expected to strengthen Indomaret's competitiveness in facing the challenges of the digital era in the retail industry.