ANGGARINI, DIAN (2021) STRATEGI MEMBANGUN LOYALITAS PELANGGAN UNTUK MENCAPAI KEUNGGULAN BERSAING YANG BERKELANJUTAN PADA PT TRITOOLS INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Indonesia as one of the world's lung areas, contributes significantly to meeting the world's diverse round timber needs. The development of the forestry sector in Indonesia aims to carry out sustainable development by conducting a series of activities in the form of sustainable forest management, combating deforestation, stopping and restoring land degradation, as well as stopping the loss of biodiversity. Round wood production, if not done properly will result in deforestation due to its easy production process without the need for high technology. Sustainable forest management requires the preservation of forest, processing, and marketing of forest products in accordance with the work plan of the forestry industry in accordance with the applicable provisions and based on the principles of forest sustainability and enterprise principles. So that the production of produce will come from the Industrial Crop Forest (HTI). The object of this study is the consumers of PT Tritools Indonesia as many as 85 respondents. The approach used in this study is Component or Variance Based Structural Equation Model with Smart-PLS 3.0 analysis tool. The results show that the mix of marketing, competitive advantage and customer satisfaction have a positive and significant effect on consumer loyalty. Keywords: Strategy, Marketing Mix, Competitive Advantage, Customer Loyalty, Customer Satisfaction Indonesia sebagai salah satu kawasan paru-paru dunia, memberikan kontribusi yang besar dalam memenuhi kebutuhan kayu bulat dunia yang beragam. Pembangunan sektor kehutanan di Indonesia memiliki tujuan untuk melakukan pembangunan yang berkelanjutan dengan cara melakukan serangkain kegiatan berupa mengelola hutan secara lestari, memerangi penggurunan, menghentikan dan mengembalikan degradasi lahan, serta menghentikan hilangnya keanekaragaman hayati. Produksi kayu bulat, jika tidak dilakukan dengan benar akan berakibat pada perusakan hutan karena proses produksinya yang mudah untuk dilakukan tanpa membutuhkan teknologi tinggi. Pengelolaan hutan secara lestari mensyaratkan adanya pemeliharaan hutan, pengolahan, dan pemasaran hasil hutan sesuai dengan rencana kerja pengusahaan hutan menurut ketentuan-ketentuan yang berlaku serta berdasarkan asas kelestarian hutan dan asas perusahaan. Sehingga produksi hasil akan berasal dari Hutan Tanaman Industri (HTI). Objek penelitian ini adalah konsumen PT Tritools Indonesia sebanyak 85 responden. Pendekatan yang digunakan dalam penelitian ini adalah Component atau Variance Based Structural Equation Model dengan alat analisis Smart-PLS 3.0. Hasil penelitian menunjukkan bauran pemasaran, keunggulan bersaing dan kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap loyalitas konusmen. Kata Kunci: Strategi, Bauran Pemasaran, Keungulan Bersaing, Loyalitas Konsumen, Kepuasan Pelanggan
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