<![CDATA[Abstrak Penelitian ini bertujuan untuk mengetahui dan menganalisis pertumbuhan bisnis startup techno digital di kota Makassar dengan melihat manajemen strategi layanan yang diterapkan dalam mengelola digital marketing, manajemen relasi bisnis serta upaya mengelola digital marketing khususnya di masa pandemi Covid-19. Metodologi yang digunakan adalah deskriptif kualitatif melalui observasi, wawancara, dan dokumentasi dengan cara reduksi data, penyajian data, verifikasi data dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa, manajemen strategi layanan yang diterapkan startup digital yaitu penentuan identitas perusahaan, segmentasi pasar dan pengenalan hasil usaha, adapun manajemen relasi bisnis yang dibangun untuk memenuhi kebutuhan pelanggan yaitu membangun komunikasi yang baik antar penjual dengan pelanggan agar terjalin hubungan yang kuat, serta upaya yang dilakukan dalam mengelola digital marketing startup techno digital di masa pandemi Covid-19 yaitu memperkenalkan usaha, produk dan layanan dengan sistem digitalisasi, meningkatkan pelayanan dan komunikasi melalui sosial media, platform dan aplikasi, serta lebih berfokus meningkatkan kualitas produk. Kata Kunci: : Startup Digital, Manajemen Strategi, Manajemen Relasi Bisnis, Digital Marketing Abstract This study aims to identify and analyze the growth of the digital techno startup business in the city of Makassar by looking at the service strategy management applied in managing digital marketing, business relationship management and efforts to manage digital marketing, especially during the Covid-19 pandemic. The methodology used is descriptive qualitative through observation, interviews, and documentation by means of data reduction, data presentation, data verification and drawing conclusions. The results show that the service strategy management applied by digital startups is determining corporate identity, market segmentation and introduction of business results, while business relationship management is built to meet customer needs, namely building good communication between sellers and customers so that strong relationships are established, and efforts made in managing digital marketing for digital techno startups during the Covid-19 pandemic, namely introducing businesses, products and services with a digitalization system, improving services and communication through social media, platforms and applications, and focusing more on improving product quality. Keywords: Digital Startup, Strategic Management, Business Relationship Management, Digital Marketing]]>
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