Efforts in Increasing the Customer Loyalty

doi:10.7176/jmcr/84-02

Abstract

This study aims to examine the effect of marketing public relations, service quality, and brand awareness on customer loyalty of PT Pos Indonesia. The population is the consumers of PT Pos Indonesia. The 100 samples are selected using the convenience random sampling method. Data were collected by questionnaires distributed directly to consumers. The obtained data are analyzed by multiple regression analysis. The results are follows. First, marketing public relations has a positive and significant effect on customer loyalty. Second, Service quality has a positive and significant effect on customer loyalty. Third, brand awareness has a positive and significant effect on customer loyalty. Marketing public relations, service quality and brand awareness simultaneously also have positif and significant effect on customer loyalty. Keywords: Marketing Public Relations, Service Quality, Brand Awareness, Customer Loyalty DOI: 10.7176/JMCR/84-02 Publication date: January 31 st 2022

Highlights

Competition in logistics business is tight and increasingly wide open for both new and old players in Indonesia
This study aims to examine the effect of marketing public relations, service quality, and brand awareness on customer loyalty of PT Pos Indonesia
The majority of respondents (38%) have a www.iiste.org bachelor's degree, while the rest have primary to high school education

Summary

Introduction

The applied strategy must be appropriate in order it can develop as expected. Companies must take advantage of every opportunity and threats to determine the right strategy to run. The modern era shows rapid development of technology and has been widely used in various circles of society. One part of the technology is the internet. The e-Marketer market research institute showed the population of Internet users in Indonesia reached 102.8 million people in 2016 and is among the 6th largest internet user countries in world. The e-Marketer estimates that Indonesian netters will reach 112.6 million people in 2017, beating Japan in 5th place, where the growth in number of internet users is slower. The internet advent gives opportunity to the business people to start business online where the role of delivery service companies is very important

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