Munandar, Risma and Afrilla, Naniek and Septa, Ronny Yudhi (2018) STRATEGI CUSTOMER RETENTION MARKETING (CRM) PADA DISTRIBUTOR DUTA PARFUM CENTER DALAM MEMPERTAHANKAN PELANGGAN. Lainnya thesis, Universitas Sultan Ageng Tirtayasa.
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Text (Risma Munandar 6662121929)
STRATEGI CUSTOMER RETENTION MARKETING (CRM) PADA DISTRIBUTOR DUTA PARFUM CENTER DALAM MEMPERTAHAN - Copy.pdf - Published Version Download (1MB) | Preview |
Abstract
Risma Munandar. NIM. 6662121929. Skripsi. Strategi Customer Retention Marketing (CRM) Distributor Duta Parfum Center Dalam Mempertahankan Pelanggan. Pembimbing 1: Dr. Naniek Afrilla Framanik, M.Si dan Pembimbing 2: Ronny Yudhi Septa, M.Si Keberhasilan perusahaan dalam memberikan kepuasan terhadap pelanggan sangat tergantung pada kemampuan memuaskan pelanggan sehingga dapat dengan mudah mempertahankan pelanggannya. Distributor duta parfum center merupakan perusahaan yang bergerak dibidang penyedia perlengkapan parfum refill. Berkaitan dalam menghadapi persaingan bisnis parfum refill berbasis penyedia perlengkapan parfum refill, distributor duta parfum center perlu melaksanakan Strategi Customer Retention Marketing (CRM) untuk mempertahankan pelanggannya. Konseptual pemikiran yang digunakan dalam penelitian ini adalah konsep komunikasi sebagai bagian dari komunikasi pemasaran, Customer Retention Marketing yang meliputi proses (CRM) dan mempertahankan pelanggan. Konsep penelitian yang digunakan mengacu pada konsep I-D-I-C yang dikemukakan oleh Don Peppers dan Martha Rogers dalam bukunnya “One to One Marketing”. Metode yang digunakan peneliti adalah metode studi kasus dan sifat penelitian deskritif dengan pendekatan kualitatif, dimana teknik pengumpulan data melalui wawancara tidak berstruktur. Penulis menyajikan gambaran mupun uraian mengenai pelaksanaan strategi Customer Retention Marketing (CRM) sebagaimana adanya yang didapatkan dari lokasi penelitian. Hasil dari penelitian ini Strategi Customer Retention Marketing (CRM) pada distributor duta parfum center terdiri identifikasi, diferensiasi, interaksi dan layanan servis. Identifikasi pelanggan yang dilakukan oleh distributor duta parfum center hanya sebatas mencatat nama pelanggan dan nomber telepon pelanggan. Diferensiasi pelanggan lebih difokuskan kepada pelanggan yang memiliki loyalitas terhadap distributor duta parfum center dilihat dari faktur transaksi pembelanjaan. Interaksi pelanggan yang dilakukan distributor duta parfum center cukup efektif dengan memaksimalkan alat media komunikasi melalui telepon seluler. Layanan servis yang dilakukan distributor duta parfum center dengan memaksimalkan dan mengikuti setiap permintaan pelanggan karena dapat memberikan dampak positif terhadap para pelanggannya. Kata kunci: Komunikasi Pemasaran, Customer Retention Marketing (CRM), Pelanggan, Distributor Duta Parfum Center.
| Item Type: | Thesis (Lainnya) |
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| Additional Information: | Risma Munandar. NIM. 6662121929. Skripsi. Customer Retention Marketing (CRM) Strategy Of Distributor Duta Parfum Center In Preserving Customers. Supervisor 1: Dr. Naniek Afrilla Framanik, M.Si And Supervisor 2: Ronny Yudhi Septa, M.Si The success of a company in giving satisfaction toward its customer depends on its ability to satisfy the customers so that it can relatively be easier to keep its customers loyal. Distributor duta parfum center is a company which focuses on supplying the equipment of refill perfume. In relation to the facing of refillable perfume business competition particularly on its specialty of the equipment supply, distributor duta parfum center needs to make a strategy namely Customer Retention Marketing (CRM) in order to preserving their customer loyalty. The conceptual framework that used in this study was a communication concept as a part of marketing communication which is Customer Retention Marketing that including (CRM) process and keeping their customers. The study concept used refers to I-D-I-C concept that stated by Don Peppers and Martha Rogers in their book entitled “One to One Marketing”. The methodology used by the researcher was case study and descriptive qualitative research design whereby the data collection technique used was structured interview. The results of this study Customer Retention Marketing Strategy (CRM) at distributors ambassadors center perfume consists of identification, differentiation, interaction and service services. The identification of customers by distributors of the perfume center's merchants is limited to recording customer names and customer phone numbers. Customer differentiation is more focused on customers who have loyalty to distributors of perfume center ambasses seen from invoices of expenditure transactions. Customer interaction by distributors of ambassadors perfume center is quite effective by maximizing the means of communication media through mobile phones. Service performed by distributors of perfume center ambassadors to maximize and follow every customer demand because it can have a positive impact on its customers. Keywords: Marketing Communication, Customer Retention Marketing (CRM), Customer, Distributor Duta Parfum Center. |
| Subjects: | Communication > Communication (General) |
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
| Depositing User: | Admin Eprints Untirta |
| Date Deposited: | 15 Nov 2018 02:54 |
| Last Modified: | 15 Nov 2018 02:54 |
| URI: | http://eprints.untirta.ac.id/id/eprint/1139 |
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