NAZAHAH, NABILAH NADA (2024) PENGARUH PROGRAM CUSTOMER RELATIONS TERHADAP PENINGKATAN LOYALITAS PELANGGAN PERUSAHAAN RITEL BAHAN BANGUNAN PT CATUR MITRA SEJATI SENTOSA (MITRA10) (Survey Kepada Member Sahabat Mitra10). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Customer loyalty is the key to a company's long-term success, it reflects the loyalty of customers who regularly buy products and recommend companies. Public relations (PR) plays an important role in building a positive image and increasing customer loyalty. Previous research shows that effective PR strategies can significantly increase customer loyalty through increased trust and service quality. This study aims to measure The Effect of Customer Relations Program on Increasing Customer Loyalty of Building Materials Retail Company PT Catur Mitra Sejati Sentosa (Mitra10) (Survey to Member Sahabat Mitra10), which adopts a one-stop shopping trend for building materials and home supplies. The program is managed by Customer Relations which offers exclusive benefits such as discounts and rewards to strengthen relationships with customers. This research uses organizational communication theory proposed by Goldhaber 1986 and Suranto AW 2005, conceptual studies used include Public relations, Stakeholder Relations, Customer Relations, Customer Loyalty, Customers, Customer Engagement, Customer Satisfaction, Repurchase, Customer Recommendation. This research uses the positivism paradigm, using survey research methods, quantitative approaches, and explanatory types. The research population is 700,000 Sahabat Mitra10 members and a sample of 400 taken from a sampling error of 5%. The sampling technique used non-probability sampling with purposive sampling. Researchers used SPSS 25 to conduct validity tests, reliability tests, regression analysis, correlation tests, Coefficient of Determination (KD), and hypothesis testing. The results of this study indicate that there is significance between the Sahabat Mitra10 loyalty program on Mitra10 customer loyalty, the effect is 0.019 or 1,9% while the remaining 98,1% is influenced by other factors outside this study. Loyalitas pelanggan adalah kunci kesuksesan jangka panjang perusahaan, Hal ini mencerminkan kesetiaan pelanggan yang rutin membeli produk dan merekomendasikan perusahaan. Public Relations (PR) berperan penting dalam membangun citra positif dan meningkatkan loyalitas pelanggan. Penelitian sebelumnya menunjukkan bahwa strategi PR berpengaruh secara signifikan meningkatkan loyalitas pelanggan melalui peningkatan kepercayaan dan kualitas layanan. Penelitian ini bertujuan untuk meneliti pengaruh program Customer Relations terhadap loyalitas pelanggan Perusahaan ritel bahan bangunan dari PT Catur Mitra Sejati Sentosa (Mitra10), yang mengadopsi tren belanja satu atap untuk bahan bangunan dan perlengkapan rumah. Program ini dikelola oleh Customer Relations yang menawarkan manfaat eksklusif seperti diskon dan reward untuk memperkuat hubungan dengan pelanggan. Penenlitian ini menggunakan teori komunikasi organisasi yang dikemukakan oleh Goldhaber 1986 dan Suranto AW 2005, kajian konseptual yang digunakan diantaranya Public relations, Stakeholder Relations, Customer Relations, Loyalitas Pelanggan, Pelanggan, Keterlibatan Pelanggan, Kepuasan Pelanggan, Pembelian Ulang, Rekomendasi Pelanggan. Penelitian ini menggunakan paradigma positivisme, dengan menggunakan metode penelitian survey, pendekatan kuantitatif, dan tipe eksplanatif. Populasi penelitian yaitu member Sahabat Mitra10 sebanyak 700.000 dan sampel sebanyak 400 diambil dari sampling error sebesar 5% Teknik penarikan sampel menggunakan simple random sampling dengan jenis purposive sampling. Peneliti menggunakan SPSS 25 untuk melakukan uji validitas, uji reliabilitas, analisis regresi, uji korelasi, Koefisien Determinasi (KD), dan uji hipotesis. Hasil penelitian ini menunjukkan bahwa adanya signifikansi antara program loyalty Sahabat Mitra10 terhadap loyalitas pelanggan Mitra10, pengaruhnya yaitu sebesar 0.019 atau 1,9% sedangkan sisanya sebesar 98,1% dipengaruhi oleh faktor lain diluar penelitian ini.
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