Increasing Competitive and Marketing Technology Skills for Small Medium Micro Business in Padang City with Customer Relationship Management (CRM) Concept

Abstract

Padang is one of the big cities in Indonesia which has various kinds of economic potential that can be developed. One of these potentials is Micro, Small, and Medium Enterprises. Micro, Small, and Medium Enterprises in Padang City have an important contribution to supporting the economy. The main driver of the economy in Padang or Indonesia so far is the Micro, Small, and Medium Enterprises sector. This happened in line with developments in the tourism sector, where Padang became the main destination for people when traveling to West Sumatra. The increase in tourist destinations in Padang City has a direct impact on economic growth itself so that Micro, Small, and Medium Enterprises have sprung up, be it fashion, culinary, or art. More and more Micro, Small, and Medium Enterprises of course also provide business competition where Micro, Small, and Medium Enterprises must be able to market their products so that they are in great demand. For Micro, Small, and Medium Enterprises, of course, it takes extra time and energy to market their products to be able to compete in the market. This is the basis for building technology to increase competitiveness and digital skills in marketing MSMEs in the city of Padang with the concept of maintaining consumer relations with MSME actors. So that the growth in the number of Micro, Small, and Medium Enterprises not only increases but also lasts a long time or can compete by applying the customer relation management method by determining the products to be marketed using the C4.5 algorithm calculation. based on research that has been done several factors play a role in increasing digital marketing ranging from location, product prices, social media promotions, e-commerce marketing, product quality, product types, and popularity.