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Please use this identifier to cite or link to this item: http://repository.uksw.edu/handle/123456789/4113
Title: The Implementation Of Customer Loyalty For Marketing Strategy At PT. Armada Tunasjaya Magelang
Authors: Rahayuningtyas, Puji
Keywords: strategi marketing berbasis konsumen;pelayanan manusiawi;kepuasan pelanggan;konsumen loyal
Issue Date: 2013
Publisher: Magister Manajemen Program Pascasarjana UKSW
Abstract: Penelitian ini bertujuan untuk mempelajari dan memperoleh bukti empiris mengenai penerapan strategi marketing yang berbasis konsumen. Hal ini didasari oleh adanya perubahan karakter dan perilaku konsumen yang lebih menginginkan adanya pelayanan yang manusiawi. Strategi marketing berbasis konsumen ini diterapkan guna mencapai kepuasan pelanggan yang dipercaya mampu menciptakan konsumen loyal, dimana peran konsumen loyal mampu meningkatkan profit. Penelitian ini dilakukan di sebuah dealer HONDA ternama, PT. Armada Tunasjaya, Magelang, dengan melibatkan responden dari PT. Armada Tunasjaya sendiri. Adapun responden terdiri dari Direktur, Manajer, Area Manajer, Kepala Cabang dan tim Honda Customer Care Center (HC3). Penelitian merupakan studi kualitatif dengan metode wawacara. Hasil penelitian menunjukkan bahwa customer loyalty memiliki signifikansi atau peran penting dalam implementasi startegi marketing di PT. Armada Tunasjaya, Magelang.
This study was aimed to examine and obtain empirical evidences toward customers based marketing. It was caused of character and behavior changing of customers who wanted to be humanized. Customer based marketing was applied to obtain customer satisfaction and is able to drive customer loyalty, which it could boost profit. This study took place at a well known HONDA dealer, named PT. Armada Tunasjaya, Magelang, by involving participants from PT. Armada Tunasjaya, Magelang. The participants consisted of Directors, Managers, Area Manager, Branch Head and Honda Customer Care Center (HC3) Team. The study belongs to qualitative research by interviewing participants. Result of the study showed that customer loyalty is significance for the implementation of marketing strategy at PT. Armada Tunasjaya, Magelang.
URI: http://repository.uksw.edu/handle/123456789/4113
Appears in Collections:T2 - Master of Management

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T2_912010101_Judul.pdfHalaman Judul2.36 MBAdobe PDFView/Open
T2_912010101_BAB I.pdfBab I483.62 kBAdobe PDFView/Open
T2_912010101_BAB II.pdfBab II1.06 MBAdobe PDFView/Open
T2_912010101_BAB III.pdfBab III524.56 kBAdobe PDFView/Open
T2_912010101_BAB IV.pdfBab IV1.31 MBAdobe PDFView/Open
T2_912010101_BAB V.pdfBab V253.14 kBAdobe PDFView/Open
T2_912010101_Daftar Pustaka.pdfDaftar Pustaka520.46 kBAdobe PDFView/Open
T2_912010101_Lampiran.pdfLampiran1.47 MBAdobe PDFView/Open


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