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Abstract
The era of digitizing database systems, it is very necessary to find out what is the problem and the needs and desires of muzaki and prospective muzaki. A system designed to meet all the needs of the database is called Customer Relationship Management (CRM). This study aims to analyze the implementation of CRM carried out by BAZNAS Yogyakarta City in increasing muzaki loyalty. The results of this study indicate that BAZNAS Yogyakarta City applies CRM theory through several programs that are credible and have integrity starting from financial reports that can be easily accessed by muzaki on the website and muzaki just waiting at home because the magazines will be delivered to each muzaki house. Moreover, the implementation of Customer Relationship Management (CRM) within the BAZNAS Yogyakarta City has effectively preserved the loyalty of muzaki (donors) by means of digitally integrated service features, harmoniously interfacing with all municipal departments through their official website. Nevertheless, it is imperative to enhance the website's performance concerning loading times and accessibility. Additionally, the augmentation of interactive gamification elements on the website and across social media platforms, particularly Instagram, is advocated as a strategic measure to heighten the frequency and quality of interactions with muzaki.
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