Selamat Datang Di Repository Universitas Royal

Technological developments in the current digital era have brought major changes to various aspects of human life, including the business world. Technology and communications such as the Internet and artificial intelligence are changing marketing methods from traditional to digital, and expectations for digital marketing strategies are increasing. A widely used method is electronic word-of-mouth (e-WOM), which allows customers to share their product experiences widely via social media. Apart from that, implementing customer relationship management (CRM) is the company's main focus to maintain customer loyalty. CRM is now developing into electronic-based e-CRM to improve online customer relationships. Toko Arif Jaya, a store located in the Air Joman area, Asahan Regency, faces challenges in understanding customer preferences, resulting in product offerings becoming less relevant and customer loyalty decreasing. To solve this problem, the authors propose to introduce the “collaborative filtering” function into the store sales system. This method is based on using a user-based or item-based approach to provide recommendations based on the preferences of customers who have similar interests to other customers. Collaborative filtering is a proven algorithm in recommendation systems that leverages customer review data to make accurate recommendations. Its implementation is expected to help branches further increase product relevance, satisfaction and customer loyalty.