Selamat Datang Di Repository Universitas Royal

The growing influence of information technology continues to transform business operations across many sectors, including the car rental industry. Rental Mobil Butar–Butar, a local car rental company, still performs various operational tasks manually, such as handling customer records, booking processes, and follow-up services. These outdated procedures often lead to inefficiencies, delays, and data inaccuracies. To address these challenges, this research focuses on the development of a digital car rental application equipped with Customer Relationship Management (CRM) features. The goal is to streamline daily operations and build stronger connections with customers. The application was developed using the Agile Development approach, which encourages ongoing user involvement and allows for flexible, iterative development cycles. Core functionalities of the system include online vehicle reservations, centralized customer information storage, rental scheduling, automated reminders, and transaction reporting. By embedding CRM features, the application enables the company to manage customer relationships more effectively, offer timely support, and tailor services based on user needs. The evaluation phase demonstrated that the system significantly enhanced the speed and accuracy of business processes while reducing manual workload. Agile Development further supported the adaptability of the application, ensuring that continuous improvements could be made based on stakeholder input. Overall, this study presents a modern and efficient solution to support the digital transformation of Rental Mobil Butar– Butar, aiming to improve service quality, increase customer satisfaction, and enhance the competitiveness of the business in a technology-driven market.