Customer Relationship Management to Build Trust and Customer Satisfaction in the Social Media Platform-Based Aquaculture Technology Industry

Authors

  • Salsa Billa Universitas Islam Indonesia, Yogyakarta, Indonesia
  • Endy Gunanto Marsasi* Universitas Islam Indonesia, Yogyakarta, Indonesia

DOI:

https://doi.org/10.38035/jimt.v8i1.9609

Keywords:

Customer Relationship Management, Social Media, Aquaculture Technology Industry, Trust, Customer Satisfaction

Abstract

This study aims to analyze the implementation of social media-based Customer Relationship Management (CRM) in building trust and customer satisfaction in the aquaculture technology industry through the SOBAT Program. The study employs a qualitative approach with a descriptive-phenomenological design using in-depth interviews, observations, and documentation. The analysis is based on Relationship Marketing Theory and Commitment-Trust Theory, which explain that long-term relationships are built through trust as the primary foundation of customer satisfaction. The results indicate that transparent communication, digital education, technical support, and responsive interactions via Facebook can enhance trust, which in turn strengthens customer satisfaction with the company’s products and services. The contribution of this research lies in the development of a Social Customer Relationship Management (SCRM) implementation model based on digital education through the SOBAT Program, which enriches the CRM literature in the aquaculture technology industry and provides practical implications for companies in strengthening customer relationships and creating a sustainable competitive advantage through the integration of digital communication, information transparency, continuous support, and adaptive and sustainable relational strategies.

 

Author Biography

Endy Gunanto Marsasi*, Universitas Islam Indonesia, Yogyakarta, Indonesia

Dr. Endy Gunanto Marsasi, MM

He is a lecturer in marketing management at the Faculty of Business and Economics, Universitas Islam Indonesia (FBE UII). He completed his bachelor’s degree at Gadjah Mada University in 1995, his master’s degree in the Management Program at the Faculty of Economics and Business (FEB) of Gadjah Mada University in 1998, and earned his Ph.D. in Management with a concentration in marketing from the Faculty of Economics and Business (FEB) of Gadjah Mada University in 2010. Currently, the author teaches undergraduate and Master’s in Management courses at the Faculty of Business and Economics, UII, focusing on marketing. Dr. Endy Gunanto, M. also serves as a board member of the Indonesian Marketing Association (IMA) in the certification and academic division for the Sleman chapter from 2018–2021, 2021–2024, and 2024–2027, and has been appointed as an Advisor for Division III/Business Management within the Bureaucracy sector for 2024-2027, as an evaluator for consumer protection regulation drafts (partner of Commission B), held senior manager positions at international companies (PMA) and domestic companies (PMDN), including Retail Development Manager from 1998 to 2001, served as Regional Director for Indonesia (PMDN) from 2000 to 2004, 2005-2009 served as a Commissioner at a national-scale company (PMDN) 2016-2021. The author serves as the head of curriculum development and implementation for the Manager School, a supporting program for the Master of Management (MM) program at the Faculty of Business and Economics (FBE), UII. He has authored several books and published articles in accredited international and national journals, and serves as a reviewer for several national (Sinta 1 and 2) and international (Scopus-Q1) journals. He also serves as an adjunct lecturer in the Doctoral Program in Business Management at the University of Jakarta and the Graduate School of Surabaya University. Currently, the author is actively conducting research in the field of consumer behavior, specifically focusing on the evolution of retail consumer behavior in the contemporary era specifically the 4.0/5.0 industrial revolution and serves as a consultant on industrial development policies related to business models. Recognition as a researcher can be confirmed through the following IDs: Sinta ID: 6805327; Google Scholar ID: jbFhpvIAAAAJ; Scopus ID: 57224778678; Researcher ID (WOS): GQA-4768-2022; Garuda ID: 3306613; Orchid ID:  https://orcid.org/0000-0002-4130-7645

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Published

2026-09-07

How to Cite

Billa, S., & Marsasi*, E. G. (2026). Customer Relationship Management to Build Trust and Customer Satisfaction in the Social Media Platform-Based Aquaculture Technology Industry. Jurnal Ilmu Manajemen Terapan, 8(1), 41–54. https://doi.org/10.38035/jimt.v8i1.9609

Issue

Vol. 8 No. 1 (2026): Jurnal Ilmu Manajemen Terapan (September - Oktober 2026)

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Copyright (c) 2026 Salsa Billa, Endy Gunanto Marsasi

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