Strategi membangun customer loyalty di era e-marketing dalam upaya mempertahankan pelanggan: Studi pada PT. Garuda Indonesia

Ifadah, Nurul (2014) Strategi membangun customer loyalty di era e-marketing dalam upaya mempertahankan pelanggan: Studi pada PT. Garuda Indonesia. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

[img]
Preview
Text (Introduction)
10510126 Pendahuluan.pdf

Download (605kB) | Preview
[img]
Preview
Text (Abstract: Indonesia)
10510126 Indonesia.pdf

Download (114kB) | Preview
[img]
Preview
Text (Abstract: English)
10510126 Inggris.pdf

Download (112kB) | Preview
[img]
Preview
Text (Abstract: Arabic)
10510126 Arab.pdf

Download (249kB) | Preview
[img]
Preview
Text (Chapter 1)
10510126 Bab 1.pdf

Download (540kB) | Preview
[img]
Preview
Text (Chapter 2)
10510126 Bab 2.pdf

Download (627kB) | Preview
[img]
Preview
Text (Chapter 3)
10510126 Bab 3.pdf

Download (1MB) | Preview
[img]
Preview
Text (Chapter 4)
10510126 Bab 4.pdf

Download (873kB) | Preview
[img]
Preview
Text (Chapter 5)
10510126 Bab 5.pdf

Download (280kB) | Preview
[img]
Preview
Text (References)
10510126 Daftar Pustaka.pdf

Download (958kB) | Preview
[img] Other (Appendices)
10510126 Lampiran.rar

Download (4MB)

Abstract

INDONESIA:

Perkembangan internet dan teknologi (IT) yang demikian pesat sangat mempengaruhi perkembangan dunia bisnis. IT memberikan peluang baru bagi para pelaku bisnis. Hal ini, membuat setiap perusahaan menginginkan produknya dikenal oleh masyarakat luas. Perkembangan information and Communication Technology (ICT) khususnya e-commerce menyebabkan strategi bisnis maupun penjualan sebagai ujung tombak semua bisnis menjadi semakin mengarah kepada penguasaan dan penggunaan teknologi. Hal ini berakibat banyak konsumen yang beralih pada belanja online. Hal ini juga berdampak pada bisnis penerbangan. Banyak industri yang beralih ke internet untuk memasarkan jasanya, termasuk industri penerbangan. E-commerce memimpin industri penerbangan untuk menjelajah ke elektronik ticketing atau e-ticketing. E-ticketing saat ini telah diterapkan oleh berbagai maskapai penerbangan. Bentuk persaingan yang terjadi karena banyaknya maskapai yang telah menerapkan e-marketing sebagai penyempurnaan kualitas pelayanan menjadikan Garuda Indonesia merasa tersaingi. Sehingga Garuda Indonesia dituntut untuk terus mempertahankan pelanggannya di tengah era persaingan berbasis e-marketing saat ini.

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi membangun dan mempertahankan loyalitas pelanggan Garuda Indonesia. Paradigma penelitian ini adalah penelitian kualitatif dan kuantitatif deskriptif. Data penelitian ini diperoleh dengan melakukan wawancara, survei dan observasi.

Hasil penelitian ini menunjukkan bahwa strategi Garuda Indonesia untuk membangun dan mmpertahankan pelanggan adalah dengan program loyalitas berupa adanya kartu GarudaMiles/GFF yang dapat memberikan banyak keuntungan dan kemudahan bagi pelanggan yang beranggotakan kartu tersebut. Selain itu, dalam mempertahankan pelanggan, Garuda Indonesia terus berfokus pada segmen pasarnya yang middle class, sehingga Garuda Indonesia sangat mengoptimalkan full service yang mana tidak dimiliki oleh maskapai lain. Sehingga banyak pelanggan yang mengakui loyal kepada Garuda Indonesia karena pertahanan full service yang diberikan oleh Garuda Indonesia.

ENGLISH:

The development of the Internet and technology (IT) so rapidly that influence the development of the business world. IT provides new opportunities for businesses. This, every company wants to make its products known by the public. The development of Information and Communication Technology (ICT), especially the e-commerce business and sales lead strategy as the spearhead of all businesses become increasingly lead to the acquisition and use of technology. This resulted in many consumers are turning to online shopping. It is also an impact on the airline business. Many industries are turning to the internet to market their services, including the aviation industry. E-commerce leads the aviation industry to venture into electronic ticketing or e-ticketing. E-ticketing is now implemented by various airlines. Form of competition that occurs because of the many airlines that have implemented e-marketing as the improvement of service quality makes Garuda Indonesia was unrivaled. So that Garuda Indonesia is required to continue to maintain its customers in the era of competition based e-marketing today.

The purpose of this study was to determine how the strategy to build and maintain customer loyalty Garuda Indonesia. The paradigm of this research is descriptive qualitative research and kauntitatif. The research data was obtained by conducting interviews, surveys and observations.

The results of this study indicate that the strategy to build up and Garuda Indonesia mmpertahankan customer loyalty program is the presence of a card GarudaMiles/GFF which can provide many advantages and convenience for customers who composed the card. Moreover, in keeping customers, Garuda Indonesia continues to focus on the middle class market segment, thus optimizing Garuda Indonesia is a full service which is not owned by another carrier. So many loyal customers who admits to Garuda Indonesia for defense full service provided by Garuda Indonesia.

Item Type: Thesis (Undergraduate)
Supervisor: Slamet, Slamet
Keywords: Loyalitas Pelanggan; Customer Loyalty; E-Marketing;
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Dian Anesti
Date Deposited: 29 Jul 2015 11:07
Last Modified: 29 Jul 2015 11:07
URI: http://etheses.uin-malang.ac.id/id/eprint/731

Actions (login required)

View Item View Item