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THE IMPLEMENTATION OF CUSTOMER
LOYALTY FOR MARKETING STRATEGY
AT
PT. ARMADA TUNASJAYA MAGELANG
T e s i s
Diajukan Kepada
Program Studi Magister Manajemen
Untuk Memperoleh Gelar Master of Management
Oleh:
PUJI RAHAYUNINGTYAS
NPM. 912010101
PROGRAM PASCA SARJANA
UNIVERSITAS KRISTEN SATYA WACANA SALATIGA
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THE IMPLEMENTATION OF CUSTOMER
LOYALTY FOR MARKETING STRATEGY
AT
PT. ARMADA TUNASJAYA MAGELANG
T e s i s
Oleh:
PUJI RAHAYUNINGTYAS
NPM . 912010101
Telah disetujui untuk diuji :
Hari, Tanggal : Selasa, 30 April 2013
Pembimbing
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LEMBAR PENGESAHAN
Judul Tesis : THE IMPLEMENTATION OF CUSTOMER LOYALTY FOR MARKETING STRATEGY AT PT. ARMADA TUNASJAYA MAGELANG
Nama : Puji Rahayuningtyas
NPM : 912010101
Program Studi : Magister Manajemen
Menyetujui,
Dr. Jony Oktavian Hariyanto, MM., MA
Mengesahkan,
Ketua Program Studi Magister Manajemen
Prof. Christantius Dwiatmadja, SE.,ME.,PhD
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Surat Pernyataan Tidak Melakukan Plagiasi
Yang bertanda tangan dibawah ini, saya:
Nama : Puji Rahayuningtyas
NPM :
912010101
Program Studi : Magister Manajemen UKSW Salatiga
menyatakan bahwa tesis yang saya ajukan adalah hasil karya saya sendiri yang belum pernah disampaikan untuk mendapatkan gelar pada program magister manajemen ini ataupun pada program lainnya. Karya ini adalah milik saya, karena itu pertanggung- jawabannya sepenuhnya berada di pundak saya.
Salatiga, 30 April 2013
Hormat Saya,
i MOTTO
‘I Don’t regret the things I’ve not done. I regret the
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ACKNOWLEDGEMENT
First of all, I would like to thank God for the opportunity given for me in getting through this wonderful moment, so I am able to achieve Master Degree at Magister Management, SWCU, Salatiga. This study was fully supported by lots of great and lovely people, and this study is proudly presented for them. They are:
1. Hari Sunarto, SE., MBA., Ph.D, as the Dean of Economics and Business Department, Satya Wacana Christian University, Salatiga.
2. Prof. Christantius Dwiatmadja, SE.,ME.,PhD as the Ketua Program Studi, Magister Management, Economics and Business Department, Satya Wacana Christian University.
3. Dr. Jony Oktavian Hariyanto, MM., MA as the thesis Supervisor for the times for sharing, patience, suggestions and motivation until thesis done.
4. PT. Armada Tunasjaya – Magelang and all great team, which gave opportunity to have research well. Special thanks for Bpk. Rudy Kristianto, Bpk. Iwan Kurniawan, Bpk. Handoko and the managers for the times, suggestions and challenge given.
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6. My all classmates, Phatimey, Pak Bejo and Ika Christianti, SE. M.Akt, for helping checking formats. U are all awesome!
Thanks to all the parties that cannot be mentioned one by one. Frankly, the study would not finish without your hands.
Salatiga, April 2013
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PREFACE
The study discusses about on how to implement
customer loyalty as marketing strategy at PT. Armada
Tunasjaya, Magelang. Everything is begun with customer
significance which drives into programs or strategy related
to customers themselves. Marketing strategies applied
focus on achieving customer satisfaction which believed is
able to drive into customer loyalty. And, customer loyalty
is capable of increasing profit, as there is repeat order.
Both services and facilities are matched with marketing
strategies.
The study is not perfect yet, it is still lack of
knowledge and discussion. Therefore, advices and critics
are needed for improvement. Finally, in regards, wish the
study is useful and functions for an insight for other
people and education.
Salatiga, Maret 2013
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ABSTRACT
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.
Keywords: customer based marketing, humanized
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SARIPATI
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.
Kata kunci: strategi marketing berbasis konsumen,
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TABLE OF CONTENTS
ACKNOWLEDGEMENT ...………...………. i
PREFACE …...……… iii
ABSTRACT ……...……….iv
SARIPATI ...……… v
TABLE OF CONTENTS ………...……….……… vi
LIST OF APPENDIX …...……….…… vii
LIST OF FIGURE ... viii
CHAPTER I INTRODUCTION ………...……. 1
CHAPTER II REVIEW OF LITERATURE …... 11
CHAPTER III RESEARCH METHOD ……...… 39
CHAPTER IV DATA ANALYSIS ………... 51
CHAPTER V CONCLUSION ………... 87
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LIST OF APPENDIX:
Apendix 1 : Transkrip Interview
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LIST OF FIGURE :
Figure: 1.1 a dynamic model of customer loyalty
Figure: 1.2 Trends in Customer Satisfaction, Loyalty and Value
