Efektivitas Loyalty Program dalam Customer Relationship Management terhadap Kepuasan dan Loyalitas Pelanggan (Studi Kegiatan Divisi Retensi dalam Pelaksanaan Loyalty Program â€œIm3@School Communityâ€ pada PT Indosat Tbk. Kantor Cabang Malang)

Hesti Kartika Sari

doi:10.24002/jik.v6i2.202

Abstract

Abstract: The objective of this research is to analyze the influence of Loyalty Program in Customer Relationship Management (CRM) toward satisfaction and loyalty of PT Indosat Tbk. Malang Branch costumers. Loyalty Program is one of the customer retentionâ€™s strategies from PT Indosat Tbk. that belongs to development and application process of Customer Relationship Management (CRM). Dealing with that, a corporate could design a Loyalty Program that appropriate with their customers. This program will be very helpful for corporate to increase their customersâ€™ satisfaction, and loyalty, and also to keep their customers influenced by others competitorâ€™s offered. The data in this research analyzed by using linier regression analysis and the result of analysis shows that there are significant influence of Loyalty Program in Customer Relationship Management (CRM) toward costumer satisfaction and customer loyalty of PT Indosat Tbk. Malang Branch; and there are significant influence of satisfaction toward loyalty of PT Indosat Tbk. Malang Branch customers. Indeed, to produce loyal customer there is a need of strategy and has done by PT Indosat Tbk. through application of Customer Relationship Management with the highlight in Loyalty Program. This strategy proved could increase corporate business performs by increasing customer satisfaction and in the end could make the loyalty grow in them.

Highlights

The objective of this research is to analyze the influence of Loyalty Program in Customer Relationship Management
that belongs to development and application process of Customer Relationship Management
keep their customers influenced by others competitor's offered

Summary

Indosat memberikan informasi tentang berbagai keuntungan baru

Nilai Penebusan (X2) Berdasarkan hasil rata-rata dari 100 responden yang menjawab pernyataan tentang nilai penebusan dari Loyalty Program IM3@School Community, rerata tertinggi pada item 2 yaitu [3,96] berarti pelanggan menganggap Indosat memberikan keuntungan kepada sekolah yang bersangkutan. C. Nilai Aspirasional (X3) Berdasarkan hasil rata-rata dari 100 responden yang menjawab pernyataan tentang nilai penebusan dari Loyalty Program IM3@School Community, rerata tertinggi pada item 1 yaitu [3,92] berarti pelanggan menganggap bahwa School Attack yang pernah dilakukan Indosat di sekolah responden menarik. Nykamp (dalam Gaffar, 2007:91) berpendapat bahwa Customer Relationship Management (CRM) pada intinya menyediakan nilai yang optimal kepada pelanggannya yang bertumpu pada produk fisik dan proses penyampaian jasa terhadap kebutuhan dan preferensi pelanggan secara individu dengan cara berkomunikasi dengan mereka

School Attack yang pernah dilakukan Indosat di sekolah pelanggan menarik

SMS CSan tidak sulit untuk diikuti dan dinikmati keuntungannya

Saya puas dengan keuntungan yang diperoleh dengan menjadi anggota

Kesediaan merekomendasikan pada pihak lain tentang IM3