THE IMPLEMENTATION OF CUSTOMER LOYALTY FOR MARKETING STRATEGY AT PT. ARMADA TUNASJAYA MAGELANG Tesis 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 2013
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THE IMPLEMENTATION OF CUSTOMER LOYALTY FOR MARKETING STRATEGY AT PT. ARMADA TUNASJAYA MAGELANG
Tesis
Oleh:
PUJI RAHAYUNINGTYAS NPM . 912010101
Telah disetujui untuk diuji : Hari, Tanggal : Selasa, 30 April 2013 Pembimbing
Dr. Jony Oktavian Hariyanto, MM., MA 2
LEMBAR PENGESAHAN Judul Tesis
: THE IMPLEMENTATION OF CUSTOMER LOYALTY FOR MARKETING STRATEGY AT PT. ARMADA TUNASJAYA MAGELANG
Nama NPM Program Studi
: Puji Rahayuningtyas : 912010101 : Magister Manajemen
Menyetujui,
Dr. Jony Oktavian Hariyanto, MM., MA Mengesahkan, Ketua Program Studi Magister Manajemen
Prof. Christantius Dwiatmadja, SE.,ME.,PhD Dinyatakan Lulus Ujian tanggal: 30 April 2013
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Surat Pernyataan Tidak Melakukan Plagiasi
Yang bertanda tangan dibawah ini, saya: Nama
:
NPM
:
Program Studi
:
Puji Rahayuningtyas
912010101 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,
Puji Rahayuningtyas
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MOTTO
‘I Don’t regret the things I’ve not done. I regret the things I didn’t do when I had the chance’
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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. 5.
Mama, Papa, my sister and brother for always reminding and motivating me in keep doing the best for the thesis.
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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
Puji Rahayuningtyas, Spd
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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
Puji Rahayuningtyas, Spd
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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 Magelang.
participants The
from
participants
PT.
Armada
consisted
Tunasjaya,
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 service, customer satisfaction, customer loyalty.
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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,
pelayanan manusiawi, kepuasan pelanggan, konsumen loyal.
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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
REFERENCES ………………………………………………………91 APPENDIX
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LIST OF APPENDIX: Apendix 1
: Transkrip Interview
Apendix 2
: Data Penjualan dan trend RO
viii
LIST OF FIGURE : Figure: 1.1 a dynamic model of customer loyalty Figure: 1.2 Trends in Customer Satisfaction, Loyalty and Value
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