PROGRAM CUSTOMER RELATIONS DALAM MEMBENTUK LOYALITAS PELANGGAN DI COCONUT ISLAND CARITA RESORT KAB. PANDEGLANG

SARI, VEGA PLANETA (2022) PROGRAM CUSTOMER RELATIONS DALAM MEMBENTUK LOYALITAS PELANGGAN DI COCONUT ISLAND CARITA RESORT KAB. PANDEGLANG. S1 thesis, Universitas Mercu Buana.

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Abstract

Customer loyalty is an important element that needs to be maintained to help increase a company's revenue. Current customers are the most important source of income, especially in the midst of the ongoing Covid-19 pandemic. Coconut Island Carita is a resort that is maintaining customer loyalty in the midst of this pandemic. Establishing customer loyalty for Public Relations Coconut Island Resort Carita is not an easy matter, coupled with the absence of a Marketing Division at Coconut Island Carita, making Public Relations must be smarter in making Public Programs. Customer Relations is a tool that can be used by a Public Relations practitioner in forming customer loyalty. This research is descriptive qualitative using paradigm post-positivism, there were 6 informants in this study consisting of 3 key informants and 3 informants all of whom act as sources, who were then tested for the validity of the data using triangulation examination techniques. Data analysis techniques using interactive analysis techniques consisting of data collection, data reduction, data Public Relationsesentation, and drawing conclusions. The results of the study found that the Public Program used by Coconut Island Carita Resort in forming customer loyalty was by a personal apPublic Relationsoach. Coconut Island Carita Resort meets all customer needs and expectations so that customers are satisfied with the services Public Relationsovided. Improving the quality of both services, facilities and activities is also developed to form loyalty. Keywords : Hotel, Customer Relations, Customer Loyalty Loyalitas pelanggan merupakan elemen penting yang perlu dijaga untuk membantu meningkatkan pendapatan suatu perusahaan. Pelanggan yang dimiliki saat ini adalah sumber pendapatan terpenting, khususnya di tengah pandemi Covid-19 yang sedang berlangsung. Coconut Island Carita merupakaan sebuah resort yang sedang mempertahankan loyalitas pelanggannya di tengah pandemic ini. Membentuk loyalitas pelanggan bagi Public Relations Coconut Island Resort Carita bukanlah perkara mudah, ditambah dengan tidak adanya Divisi Marketing di Coconut Island Carita, membuat seorang Public Relations harus semakin pintar dalam mebuat Program. Customer Relations merupakan tools yang dapat digunakan oleh seorang praktisi Public Relations dalam membentuk loyalitas pelanggan. Penelitian ini bersifat deskriptif kualitatif yang menggunakan paradigma post-positivisme, Informan dalam penelitian ini berjumlah 6 yang terdiri dari 3 orang key informan dan 3 informan yang semuanya bertindak sebagai narasumber yang selanjutnya diuji keabsahan datanya dengan teknik pemeriksaan triangulasi. Teknik analisis data yang menggunakan teknik analisis interaktif yang terdiri dari pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penilitian mendapatkan Program yang digunakan oleh Coconut Island Carita Resort dalam membentuk loyalitas pelanggan ialah dengan cara pendekatan secara personal. Coconut Island Carita Resort memenuhi semua kebutuhan dan ekspektasi pelanggan hingga pelanggan merasa puas dengan pelayanan yang diberikan. Peningkatan kualitas mutu baik itu pelayanan, fasilitas dan kegiatan juga dikembangkan untuk membentuk loyalitas. Kata kunci: Hotel, Customer Relations, Loyalitas Pelanggan

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