CUSTOMER RELATIONSHIP MANAGEMENT CELEBRITY FITNESS INDONESIA DALAM MENINGKATKAN LOYALITAS PELANGGAN. (Studi Kasus Cabang Puri Indah Mall)

WONGIYANTO, REFI JOSHUA (2020) CUSTOMER RELATIONSHIP MANAGEMENT CELEBRITY FITNESS INDONESIA DALAM MENINGKATKAN LOYALITAS PELANGGAN. (Studi Kasus Cabang Puri Indah Mall). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Customer Relationship Management is a strategy for managing communication relationships between companies and customers. By implementing the best, friendly service and providing information that makes it easy for customers to find out what programs the company has both in the field of products and services. The result of this implementation will increase the nature of customer loyalty and can bring in new customers, so that it can increase profits for the company. This research will discuss about the implementation of Customer Relationship Management at Celebrity Fitness Puri Indah Mall, which is a company engaged in fitness center services. Especially during the Covid-19 pandemic, which made the company implement a more optimal Customer Relationship Management strategy in order to maintain customer relationships, increase customer comfort and loyalty as well as bring in new customers. This research has main theoretical references, namely Public Relations, Customer Relationship Management and Customer Loyalty. The method used in this research is descriptive qualitative, the data collection technique is through in-depth interviews with key informants and supporting informants, as well as supported by further research from social media and the official website of Celebrity Fitness Indonesia. The result of this research is, the implementation of Customer Relationship Management uses several communication strategies, with internal and external communication, providing attractive programs, namely general programs and loyalty programs. At the same time carrying out communication and publication through social media such as Instagram, Whats App, and the official website of Celebrity Fitness Indonesia. Keywords: Customer Relationship Management, Purpose of Customer Relationship Management, Benefits of Customer Relationship Management, Customer Loyalty. Customer Relationship Management merupakan suatu strategi untuk mengelola hubungan komunikasi antara perusahaan dengan pelanggan. Dengan menerapkan pelayanan terbaik, ramah dan menyediakan informasi yang memudahkan pelanggan untuk mengetahui program yang dimiliki perusahaan baik di bidang produk maupun jasa. Yang hasilnya dari penerapan ini akan meningkatkan sifat loyalitas pelanggan dan bisa mendatangkan pelanggan baru, sehingga bisa meningkatkan keuntungan bagi perusahaan. Pada penelitian ini akan membahas tentang penerapan Customer Relationship Management di Celebrity Fitness Puri Indah Mall, yang merupakan perusahaan yang bergerak dibidang jasa pusat kebugaran. Khususnya disaat adanya pandemi Covid-19, yang membuat perusahaan menerapkan strategi Customer Relationship Management dengan lebih maksimal supaya bisa mempertahankan hubungan pelanggan, meningkatkan kenyamanan dan loyalitas pelanggan sekaligus bisa mendatangkan pelanggan baru. Penelitian ini memiliki acuan teori utama yaitu Public Relations, Customer Relationhsip Management dan Loyalitas Pelanggan. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif, yang teknik pengumpulan datanya melalui wawancara mendalam dengan key informan dan informan pendukung, sekaligus didukung oleh riset lanjutan dari media sosial dan website resmi Celebrity Fitness. Hasilnya dari penelitian ini penerapan Customer Relationship Management menggunakan beberapa strategi komunikasi yaitu komunikasi internal dan eksternal, menyediakan program menarik yaitu general program dan loyalty program. Sekaligus menjalankankan komunikasi dan publikasi melalui media sosial seperti Instagram, Whats App, dan website resmi Celebrity Fitness Indonesia. Kata Kunci : Customer Relationship Management, Tujuan Customer Relationship Management, Manfaat Customer Relationship Management, Loyalitas Pelanggan.

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