ABSTRAK
Penelitian ini bertujuan untuk mengimplementasikan sistem Customer Relationship Management (CRM) Analytical pada Toko Panorama Elektronik guna meningkatkan loyalitas dan kepuasan pelanggan. Permasalahan yang dihadapi toko yaitu pengelolaan data pelanggan dan transaksi yang masih manual, sehingga menyulitkan proses analisis penjualan dan perancangan strategi pemasaran. Metode penelitian menggunakan model Waterfall dengan teknik pengumpulan data melalui observasi, wawancara, dan studi literatur.Sistem CRM Analytical berbasis web dikembangkan menggunakan PHP dan MySQL serta menerapkan teknik Relational Online Analytical Processing (ROLAP) untuk menganalisis data transaksi secara multidimensi berdasarkan pelanggan, produk, dan waktu. Hasil penelitian menunjukkan bahwa sistem mampu membantu toko dalam mengelola data pelanggan, menganalisis pola pembelian, serta menyediakan laporan penjualan yang mendukung pengambilan keputusan. Implementasi sistem ini terbukti meningkatkan efektivitas strategi pemasaran dan mendukung peningkatan loyalitas serta kepuasan pelanggan.
Kata Kunci : CRM Analytical, ROLAP, OLAP, Loyalitas Pelanggan, Penjualan Produk Elektronik, Sistem Informasi, Waterfall

ABSTRACT
This research focuses on the implementation of an Analytical Customer Relationship Management (CRM) system to enhance customer loyalty and satisfaction at Panorama Elektronik, a retail store specializing in household electronic products. The problem identified is the manual recording of customer and transaction data, which hinders effective data analysis and limits the store’s ability to design data-driven marketing strategies. The development method used is the Waterfall model, with data collected through observation, interviews, and literature study.The system was developed as a web-based application using PHP and MySQL, and applies Relational Online Analytical Processing (ROLAP) to perform multidimensional analysis of transaction data based on customers, products, and time. The results of the study indicate that the system supports efficient data management, provides valuable insights into customer purchasing patterns, and generates analytical reports that assist managerial decision-making. The implementation of Analytical CRM effectively improves marketing strategy accuracy and contributes to increased customer loyalty and satisfaction.
Keywords: Analytical CRM, ROLAP, Customer Loyalty, Sales Management, Information System