Pengaruh Program Relationship Marketing terhadap Loyalitas Pelanggan IM3 di Salatiga

Abstract

Industri telekomunikasi seluler sekarang ini menjadi industri yang dinamis. Banyaknya provider seluler menjadikan iklim bisnis yang kompetitif. Perang harga dan kebocoran pelanggan menjadi perhatian utama perusahaan untuk focus dalam mengembangkan strategi untuk mempertahankan pelanggan. Relationship marketing menjadi salah satu strategi untuk mempertahankan pelanggan dengan menciptakan hubungan timbal-balik dengan pelanggan melalui program-program formal. Penelitian ini bertujuan untuk mengetahui pengaruh program Relationship Marketing terhadap loyalitas pelanggan IM3 di Salatiga. Teknik pengambilan sampel menggunakan non probability sampling dengan metode purposive sampling. Jumlah sampel sebanyak 200 responden. Alat analisis data yang digunakan adalah regresi. Hasil penelitian menunjukkan bahwa program relationship marketing yaitu customer service dan loyalty program berpengaruh positif terhadap loyalitas pelanggan. Sedangkan brand community building tidak berpengaruh terhadap loyalitas pelanggan.

Nowadays, the cellular telecommunications industry is a dynamic industry. The large number of cellular providers makes this a competitive business environment. The price wars and churn rates are the main concerns of companies to focus on developing strategies in maintaining their customers. Therefore, relationship marketing is one of the strategies used to hold on to customers by creating a reciprocal relationship with their customers through formal programs. This study aims to determine the effect of the relationship marketing program on IM3 customer loyalty in Salatiga. The sampling technique uses non probability sampling with a purposive sampling method. The sample consists of 200 respondents. The data analysis uses a regression method. The results show that the relationship marketing program that is the customer service and loyalty program has a positive influence on customer loyalty. Meanwhile, brand community building does not have a significant influence on customer loyalty.