Dimensi Pembangun Citra Merek dan Manajemen Hubungan dengan Konsumen dan Pelanggan Produk UMKM Binaan PT. PHR

Yunelly Asra; Husni Mubarak; Melviana Syaputri; Aulia Aulia; Hutomo Atman Maulana

Yunelly Asra Politeknik Negeri Bengkalis
Husni Mubarak Politeknik Negeri Bengkalis
Melviana Syaputri Politeknik Negeri Bengkalis
Aulia Aulia Politeknik Negeri Bengkalis
Hutomo Atman Maulana Politeknik Negeri Bengkalis

Keywords: Brand Image, SMEs, CRM, PHR

Abstract

This study aims to determine the dominant factors that can build brand image and CRM of UMKM fostered by PT. Pertamina Hulu Rokan in Riau. The research method is qualitative descriptive research. Data collection techniques using surveys, observational and In Deph Interviews of UMKM fostered by PT. Pertamina Hulu Rokan. Data analysis using descriptive analysis techniques. The research variables are brand image and CRM. Data collection was carried out by probability sampling with Simple Random sampling of 100 respondents in Riau. The results of the study showed that the most dominant dimension in building the brand image of UMKM fostered by PT. PHR is the usefulness or benefits of the product. While the most dominant dimension of CRM builders is Costumization.