Perkembangan teknologi informasi mendorong pelaku usaha, termasuk Tepi Santai Coffee, untuk berinovasi dalam meningkatkan pelayanan dan hubungan dengan pelanggan. Penelitian ini bertujuan mengimplementasikan Customer Relationship Management (CRM) berbasis analitis atau CRM Analytical sebagai strategi peningkatan kepuasan dan loyalitas pelanggan dengan metode pengembangan Prototyping. Sistem yang dibangun mencakup pengelolaan data pelanggan, pemesanan, pembayaran, umpan balik, serta laporan analisis preferensi pelanggan. Hasil pengujian Blackbox Testing menunjukkan seluruh fungsi berjalan sesuai kebutuhan pengguna, sedangkan Whitebox Testing membuktikan logika dan struktur kode berfungsi baik tanpa kesalahan. Dengan demikian, penerapan CRM Analytical melalui Sistem Informasi Berbasis Web dapat membantu pengelolaan data pelanggan secara terstruktur, mendukung keputusan strategis, serta meningkatkan kepuasan dan loyalitas pelanggan di Tepi Santai Coffee.
Kata Kunci : CRM Analytical, Kepuasan dan Loyalitas Pelanggan, Sistem Informasi Berbasis Web.

The rapid development of information technology encourages businesses, including Tepi Santai Coffee, to innovate in improving customer relationships. This study aims to implement a web-based Analytical Customer Relationship Management (CRM) as a strategy to enhance customer satisfaction and loyalty using the Prototyping method. The system includes customer data management, ordering, payment, feedback, and analytical reports on customer preferences. Blackbox Testing results show that all functions run according to user needs, while Whitebox Testing confirms that the logic and code structure work properly without errors. Thus, implementing Analytical CRM through a Web-Based Information System effectively supports structured customer data management, strategic decision-making, and improves customer satisfaction and loyalty at Tepi Santai Coffee.
Keywords : Analytical CRM, Customer Satisfaction and Loyalty, Web-Based Information System.