Selamat Datang Di Repository Universitas Royal

The development of information technology in the modern era has had a Advances in technology, especially the internet, have had a significant impact on the business world, including the sale of cosmetic products. As one of the promising promotional suggestions, internet media allows businesses to reach consumers widely. Even so, several challenges such as the limited physical location of stores and marketing methods that are still manual hinder the increase in product sales. Therefore, this study aims to increase cosmetic sales at the Cindy Store through the implementation of Internet technology-based Electronic Customer Relationship Management (E-CRM). This study uses a qualitative method with a case study approach at Cindy Store, a cosmetics store in Rawang Pasar V, Asahan District. Product sales data for several months is collected and analyzed to identify sales patterns and constraints faced by stores. Based on data analysis, researchers concluded that the application of the E-CRM method has the potential to have a positive impact on interactions with customers and sales management of cosmetic products. Features such as promotions, discounts, customer service via live chat, and easily accessible product information via online platforms can improve service quality and bond between stores and customers. The results also show that a website-based sales system using the E-CRM method provides a more comfortable shopping experience to customers. Various payment options, delivery options, and the convenience of transactions without having to come to the store have increased product accessibility and broadened the customer base. In this context, the implementation of E-CRM allows stores to provide services tailored to customer preferences, provide product recommendations based on shopping history, and maintain active communication through online channels.

Keywords: Electronic-CRM, Cosmetic Sales, Internet Technologies, Customer Loyalty, Digital Marketing, Customer Service