Syauqi Handiva, Aliffirgi (2023) Customer Relations Tunas Daihatsu Cilegon dalam Menjaga Loyalitas Pelanggan. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to find out how Daihatsu's Customer Relations maintain customer loyalty. Daihatsu's market share has never scored above 17%. in the previous year 2021, Daihatsu's market share was at 17.5%. Beginning in 2022, Daihatsu's market share is at 22.3% and the market share throughout 2022 will be at 18.6%. with retail sales figures of 151,107 units in 2021. In 2022 retail sales will be 188,660 units. Along with sales at the Tunas Daihatsu Cilegon dealership, which also experienced an increase post-pandemic, and successfully received an award from Daihatsu headquarters. To maintain and continue achievements in the Indonesian automotive industry, Daihatsu must develop a strategy to maintain relationships with customers to maintain loyalty so that these achievements can be maintained. The method used in this study is qualitative with a post-positivism paradigm. This study uses the IDIC customer relationship management (CRM) model (Identification, differentiation, interaction, customization) by Don Peppers and Martha Rogers. The problem in this research is how customer relationship management (CRM) is carried out by Daihatsu in maintaining customer loyalty. This study concludes that in doing CRM to maintain customer loyalty by conducting Focus Group Discussions, listening to voice of customers, customer biodata, customer classification, following up, social media, peace of mind, touch points, communicating according to the customer's style and language, events, and special promos to some customers.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui bagaimana Customer Relations Daihatsu dalam menjaga loyalitas pelanggan. Market share Daihatsu belum pernah mencetak di atas 17%. di tahun sebelumnya 2021, market share Daihatsu di 17,5%. Awal tahun 2022, market share Daihatsu di angka 22,3% dan market share tahun sepanjang 2022 berada di 18,6%. dengan angka penjualan ritel 151.107 unit tahun 2021. Tahun 2022 penjualan ritel 188.660 unit. Untuk mempertahankan dan melanjutkan prestasi di industri otomotif Indonesia, serta penjualan pada dealer Tunas Daihatsu Cilegon yang juga mengalami kenaikan setelah masa pandemi dan berhasilnya mendapatkan penghargaan dari Daihatsu pusat. Daihatsu harus menyusun strategi untuk menjaga hubungan dengan pelanggan untuk menjaga loyalitas agar prestasi tersebut bisa dipertahankan. Metode yang digunakan dalam penelitian ini adalah kualitatif dengan paradigma post-positivisme. Penelitian ini menggunakan model customer relationship management (CRM) IDIC (Identifikasi, differensiasi, interaksi , kustomisasi) oleh Don Peppers dan Martha Rogers. Masalah dalam penelitian ini adalah bagaimana customer relationship management (CRM) yang dilakukan oleh Daihatsu dalam menjaga loyalitas pelanggan. penelitian ini menyimpulkan bahwa dalam melakukan CRM untuk menjaga loyalitas pelanggan dengan melakukan Focus Group Discussion, mendengarkan voice of customer, biodata pelanggan, klasifikasi pelanggan, following up, media sosial, peace of mind, touch point, berkomunikasi sesuai gaya dan bahasa pelanggan, event, dan promo khusus kepada beberapa pelanggan. | |||||||||
| Uncontrolled Keywords: | Tunas Daihatsu Cilegon, Customer Relations, Customer Loyalty, Marketing Communications Tunas Daihatsu Cilegon, Hubungan Pelanggan, Loyalitas Pelanggan, Komunikasi Pemasaran | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Aliffirgi Syauqi Handiva | |||||||||
| Date Deposited: | 30 Oct 2023 15:35 | |||||||||
| Last Modified: | 30 Oct 2023 15:35 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28943 |
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