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This study aims to analyze the strategies implemented by Hotel Abadi in Serang City to maintain its image and reputation amidst the increasingly competitive hotel industry and pressures caused by the COVID-19 pandemic. A descriptive qualitative approach was used with a SWOT analysis technique to identify the strengths, weaknesses, opportunities, and threats facing the hotel. The results show that Hotel Abadi still relies on the strength of social relationships and loyalty of existing customers as reputation capital, but has not been able to manage its image comprehensively in accordance with the principles of image management theory. The communication strategies used are still conventional, such as banners and direct promotions, and have not yet touched on the realm of digital branding and professional management of customer feedback. On the other hand, the threat from new, more modern hotels that are more adaptive to technological developments is an urgent external challenge that requires a strategic response. Hotel Abadi must also pay more attention to service quality, not only from the physical side but also the overall customer experience. Given the rapid development of technology, management needs to formulate a more targeted and effective digital communication strategy to reach a wider audience through social media and websites. Hotel Abadi is advised to undertake a strategic transformation that is not only promotion-oriented, but also includes strengthening brand identity, improving service quality based on customer needs, and structured reputation management with an image management approach.

This study aims to analyze the role of communication in Customer Relationship Management (CRM) systems in creating customer satisfaction at PT Bangkit Jaya Teknik Indonesia, a business-to-business (B2B) cold storage installation service company. The research background lies in the increasing number of customer complaints during 2022–2024, mainly due to delayed responses, suboptimal after-sales service, and the absence of a centralized communication record system. This study employed a qualitative approach with a case study design. Data were collected through observation, semi-structured interviews with internal parties (marketing project, project manager, project PIC) and customers, as well as company archival documentation. The findings reveal that responsive, open, and two-way communication plays a significant role in enhancing customers’ sense of being valued, trust, and loyalty, which ultimately fosters satisfaction. However, communication barriers such as delays in after-sales service, gaps between customer expectations and company procedures, and the lack of a communication database remain major challenges. To overcome these, the company has initiated strategies including the development of a customer communication database, improved after-sales monitoring, and the adjustment of communication standard operating procedures to align with customer needs. These results reinforce the relevance of Relationship Management theory and the IDIC model, both of which emphasize communication as the core of CRM. Theoretically, this study contributes to organizational communication studies, while practically, it provides recommendations for B2B service companies to prioritize communication in CRM strategies to strengthen customer satisfaction and loyalty.

Competition law is an important instrument in maintaining healthy and fair market dynamics, especially in the era of globalization marked by increasingly competitive economic growth. This article discusses how business competition takes place at the regional level, with particular attention to the obstacles faced by small entrepreneurs in facing the dominance of established companies. The competition that emerges is not only limited to price issues, but also involves difficulties in accessing capital, distribution networks, technology, and unfavorable regulations. Existing companies generally have strong structural strengths and networks, which create major barriers for new entrants. In addition, there are signs of unfair competitive practices that can threaten the survival of small businesses. However, advances in technology and digitalization are opening up new avenues for small entrepreneurs to enter the market and establish direct relationships with customers. This article aims to identify various forms of business competition at the local level, analyze the opportunities and challenges that exist, and develop strategies that encourage the creation of a healthy and inclusive competitive environment for the sustainability of local economic growth.

The existence of the Regional Public Company (PERUMDA) of Kupang City aims to distribute water to residents in the surrounding areas. This study aims to evaluate the performance of PERUMDA in providing clean water services in Alak District, Kupang City. This research employs a combination of juridical and empirical approaches. The study was conducted at the PERUMDA Kupang City office and in the Alak District area of Kupang City during January 2025. The population in this study includes all PERUMDA employees and drinking water customers in Alak District, Kupang City. The sample was obtained using purposive sampling techniques, consisting of the head of the customer relations division (1 person), PERUMDA employees (10 people), and community members who use PERUMDA services (50 people), resulting in a total sample of 61 respondents. Data were collected through document review and in-depth interviews guided by an interview protocol. Based on the interview results, it was found that clean water services provided by PERUMDA were still suboptimal. Although PERUMDA Kupang City already has Standard Operating Procedures (SOPs), the implementation in the field still faces various obstacles, such as unequal distribution of clean water, limited infrastructure, occasional poor water quality, ineffective complaint handling systems, and outstanding payment arrears. PERUMDA Kupang City needs to expand its clean water distribution network, improve water quality, strengthen the customer complaint system, and conduct education and outreach to the community regarding the importance of efficient water use and the obligations of the community as service users.