MAXIMIZING SALES THROUGH SOCIAL CRM (A CASE STUDY OF MICHAEL COOLS PHOTOGRAPHY)

Abstract

Social CRM (Customer Relationship Management) has been increasingly recognized as a business strategy to effectively understand, manage and sustain customer relationship with advanced information and communication technologies. Rapid development of CRM applications have seen the trend that more and more SMEs (Small and Medium-sized Enterprises) are seeking to implement CRM in order to survive and compete in the world of e-Business.

The aim of this research to find out the influence of Social CRM that has been used by Michael Cools Photography (BlogSpot, Deviant Art, Facebook, Model Mayhem, and Twitter) simultaneously towards the increasing of the sales report from year 2007-2010 and to find out which of the Variable of social CRM has the most dominant effect in the role of increasing the sales. The study location located in Jakarta with the insight data from the company like the number of Engagement Rate and Response Rate as well as the amount of the sales report. The data were collected by observation, interview, and documentation. Result of hierarchical Multiple regression in t – Test found that there was No significant effect between BlogSpot and Sales with t value result is (-5.520) and t sig is 0.000, and as well the same thing happened to Model Mayhem with the t value of (-0.93) and t sig is 0.368 but on the other hand this study also found that there was significant effect between Deviant Art and Sales with t value results 4.390 and t sig is 0.000, the same thing happened with the two other variables, the Facebook and twitter. Facebok with t value result of2.963 with the value of t sig 0.005 and followed by twitter with the t value of 5.267 and the t sig of 0.000. in another word there are 2 non significant variables and 3 significant variables that affect the sales revenue of Michael Cools photography. Result of hierarchical Multiple regression in t – Test and F-test found that BlogSpot, Deviant Art, Facebook, Model Mayhem, and twitter has effect in customer purchasing decision with the result is F = 89.782 and sig is 0.000. The findings of this research concluded that BlogSpot, Deviant Art, Facebook, Model Mayhem and Twitter simultaneously has a significant effect in the role of increasing the sales revenue of Micael cools Photography for the past year 2007 – 2010. on the other hand The finding from this research conclude that among of the independent variable that observe, Twitter is the variable who has the most influence in The role of increasing the sales revenue number of Michael Cools Photography.