Analysis of the Application of Customer Relationship Management to Support Skincare Repurchase Interest on the Tiktok WJ LOVE Platform

This scientific paper aims to analyze the implementation of Customer Relationship Management on WJ LOVE through the TikTok platform in an effort to increase customer repurchase interest. This scientific paper uses a qualitative approach with a descriptive method. Data collection techniques are carried out through semi-structured interviews with WJ LOVE TikTok account managers and several customers, observation of Customer Relationship Management digital activities, and documentation of content and interactions on the platform. The results of the study show that WJ LOVE implements CRM through personal communication strategies, responsive service, and customer loyalty programs. Two-way communication is built through comments, direct messages, and TikTok's live streaming features. This strategy creates a positive customer experience and strengthens trust in the brand, which ultimately encourages customers to make repeat purchases. Consistent implementation of Customer Relationship Management plays an important role in building long-term relationships and increasing customer loyalty. This study supports previous findings which state that digital CRM can be an effective strategy in increasing customer satisfaction and retention, especially in the era of social media-based marketing.