DIANTO, ANDREW BARI (2021) STRATEGI MEMPERTAHANKAN LOYALITAS PELANGGAN STARBUCKS DENGAN STARBUCKS CARD MELALUI BAURAN PROMOSI (Studi Kasus Pada Starbucks Mall Setiabudi One Jakarta Periode April– Mei 2019). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Starbucks membuka tokonya pertama kali pada tahun 1971 dan memulai bisnis di Seattle, Washington, Amerika Serikat. Di Indonesia, Starbucks bergabung dalam PT. Mitra Adi Perkasa, membuka toko pertama di Jakarta, pada tahun 2002. Engel et al. (1995) mengemukakan bahwa loyalitas pelanggan merupakan kebiasaan perilaku pengulangan pembelian, keterkaitan dan keterlibatan yang tinggi pada pilihannya, dan bercirikan dengan pencarian informasi eksternal dan evaluasi alternatif. Metode penelitian kualitatif adalah metode penelitian yang berlandaskan pada filsafat dan digunakan untuk meneliti kondisi obyek yang alamiah, dimana peneliti sebagai instrumen kunci, teknik pengumpulan data dilakukan secara triangulasi gabungan, analisis data bersifat induktif/kualitatif, dan lebih menekan makna dari pada generalisasi. Berdasarkan hasil penelitian dapat ditarik kesimpulan banyaknya keuntungan dari program-program promosi menggunakan Starbucks Card meningkatkan dan mempertahankan loyalitas pelanggan serta menambah pelanggan baru Starbucks Card. Kata kunci: starbucks, loyalitas pelanggan, promosi Starbucks opened its first store in 1971 and started its business in Seattle, Washington, United States. In Indonesia, Starbucks joined PT. Mitra Adi Perkasa, opened its first store at Plaza Indonesia, Jakarta, in 2002. Engel et al. (1995) suggested that customer loyalty is a behavioral habit of repeat purchases, linkage and high involvement in the choice, and is characterized by external information seeking and evaluation of alternatives. Qualitative research methods are research methods based on philosophy and are used to examine the condition of natural objects, as opposed to experiments where the researcher is the key instrument, data collection techniques are carried out by combined triangulation, data analysis is inductive/qualitative, and qualitative research results are more pressing. meaning rather than generalization. Based on the results of the study, it can be concluded that the many advantages of promotional programs using the Starbucks Card do increase and maintain customer loyalty and also add new Starbucks Card customers. Keywords: starbucks, customer loyalty, promotion
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44316110103 |
| Uncontrolled Keywords: | starbucks, loyalitas pelanggan, promosi, starbucks, customer loyalty, promotion |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 04 Mar 2022 04:31 |
| Last Modified: | 04 Mar 2022 07:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57171 |
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