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Implementation of Customer Relationship Management (CRM) inAgribusiness to Enhance Students' Competency: A Participatory Action Research at SMKN PP Lembang

  • 1,2*,3,4 Universitas Informatika dan Bisnis Indonesia

* Corresponding Author: Nur Alamsyah

Open Access
Published
Pages
203-210

Issue

Vol. 5 No. 1 (2025)

AJAD : Jurnal Pengabdian kepada Masyarakat
APRIL 2025

Abstract

This community service program aimed to enhance students' understanding of Customer Relationship Management (CRM) in agribusiness at SMKN PP Lembang using the Asset-Based Community Development (ABCD) approach. The program involved 120 grade XII students and included a pre-test, material presentation, discussions, and a post-test to evaluate knowledge improvement. The pre-test average score was 58%, while the post-test average rose to 85%, showing a 27% improvement in comprehension. The most notable improvements were seen in topics such as CRM tools, customer segmentation, and digital marketing strategies. The findings highlight the effectiveness of integrating CRM education into vocational training to equip students with practical business skills and decision-making capabilities.

Keywords

How to Cite

Yoga, T. P., Alamsyah, N., Bilqist, D. W. P., & Nazahah, N. K. (2025). Implementation of Customer Relationship Management (CRM) inAgribusiness to Enhance Students’ Competency: A Participatory Action Research at SMKN PP Lembang. AJAD : Jurnal Pengabdian Kepada Masyarakat, 5(1), 203-210. https://doi.org/10.59431/ajad.v5i1.504

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Author Biographies

  • Titan Parama Yoga, Universitas Informatika dan Bisnis Indonesia

    Universitas Informatika dan Bisnis Indonesia, Kota Bandung, Provinsi Jawa Barat, Indonesia.

  • Nur Alamsyah, Universitas Informatika dan Bisnis Indonesia

    Universitas Informatika dan Bisnis Indonesia, Kota Bandung, Provinsi Jawa Barat, Indonesia.

  • Dhiya Waffa Putriana Bilqist, Universitas Informatika dan Bisnis Indonesia

    Universitas Informatika dan Bisnis Indonesia, Kota Bandung, Provinsi Jawa Barat, Indonesia.

  • Niswah Kaifa Nazahah, Universitas Informatika dan Bisnis Indonesia

    Universitas Informatika dan Bisnis Indonesia, Kota Bandung, Provinsi Jawa Barat, Indonesia.

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Copyright (c) 2025 Titan Parama Yoga, Nur Alamsyah, Dhiya Waffa Putriana Bilqist, Niswah Kaifa Nazahah

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