Efektivitas Loyalty Program dalam Customer Relationship Management terhadap Kepuasan dan Loyalitas Pelanggan (Studi Kegiatan Divisi Retensi dalam Pelaksanaan Loyalty Program “Im3@School Community” pada PT Indosat Tbk. Kantor Cabang Malang)
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
retention’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
customers’ satisfaction, and loyalty, and also to keep their customers
influenced by others competitor’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.
Key words: Loyalty Program,
Satisfaction, and Loyalty
Penulis: Hesti Kartika Sari
Kode Jurnal: jpkomunikasidd090007
