Evaluation of the Effectiveness of CRM-Based Digital Promotion Strategies in Online Fashion MSMEs

Authors

  • Krisna Widi Nugraha Universitas Harapan Bangsa
  • Primadela Antari ITS Khatulistiwa
  • Adib Abyan ITS Khatulistiwa
  • Gina sentia ITS Khatulistiwa
  • Sovia ITS Khatulistiwa

Keywords:

CRM, Digital Promotion, MSME, Online Fashion

Abstract

The rapid growth of digital commerce offers Micro, Small, and Medium Enterprises (MSMEs) in Indonesia's fashion sector unprecedented opportunities to broaden market reach, yet many struggle with unstructured digital promotion strategies. This study assesses the effectiveness of Customer Relationship Management (CRM)-based digital promotion strategies for online fashion MSMEs in Indonesia. Employing a mixed-methods approach, we gathered quantitative data via surveys from 240 MSME owners and managers across three provinces, complemented by semi-structured interviews with 18 purposively selected informants. We examined six CRM-driven strategies: personalized messaging campaigns, social media retargeting ads, flash sales with loyalty tier pricing, influencer-integrated referral tracking, chatbot-driven upselling, and loyalty point notifications. Over an eight-month intervention period, pre- and post-implementation analyses showed significant improvements: mean reach scores rose from 2.78 to 4.18 (p < 0.001), average conversion rates reached 17.2%, and mean revenue grew by 31.9%. MSMEs fully adopting CRM achieved 29.6% monthly revenue growth, versus 4.3% for non-adopters. Pearson correlations revealed robust links between CRM integration, customer retention (r = 0.79), and revenue growth (r = 0.76). Thematic analysis from interviews highlighted three key enablers: business owners' digital literacy, platform ecosystem compatibility, and consistent customer data management.These results offer empirical evidence and practical guidance for MSME practitioners and policymakers to enhance CRM adoption, fostering sustainable digital transformation in Indonesia's fashion e-commerce landscape.

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Published

2026-04-23

How to Cite

Krisna Widi Nugraha, Primadela Antari, Adib Abyan, Gina sentia, & Sovia. (2026). Evaluation of the Effectiveness of CRM-Based Digital Promotion Strategies in Online Fashion MSMEs. KOMPUTER: Knowledge of Modern Processing, Utilization, and Technology for Engineering Research, 1(1), 46–56. Retrieved from https://gpijournal.com/index.php/ti/article/view/557

Issue

Vol. 1 No. 1 (2026): April

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Articles

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Copyright (c) 2026 Krisna Widi Nugraha, Primadela Antari, Adib Abyan, Gina sentia, Sovia

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