XLENT HEROES COMMUNITY PROGRAM DEVELOPMENT TO IMPROVE CUSTOMER LOYALTY TOWARD XL PREPAID CARDS

• Main Author: EGI RESTIADI (NIM: 29108050); Pembimbing: Ir. Evo S. Hariandja, MM, MUHAMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16520
• Institution: Institut Teknologi Bandung

Since the issuance of Law No. 3 Year 1989 juncto No. 36 of 1999 on telecommunications, PT. Telekomunikasi Indonesia, Tbk. (Telkom) is not the only telecommunication operator in Indonesia. XL is one of the first private company engaged in the service provider and telecommunications networks that stood in Indonesia. XL is the holder of the third largest <br /> <br /> <br /> market share in Indonesia after Telkomsel and Indosat. Until now there are 11 companies engaged in telecommunications services in Indonesia, whether that use GSM technology, or CDMA. Therefore XL as one of the incumbent telecommunication company in Indonesia should be able to maintain their customer loyalty. There are many ways to build customer loyalty, one of them are through the community. XL formed a community called XLent Heroes community to build loyalty among teenagers, <br /> <br /> <br /> because teenagers are the most potential target market for XL. XLent Heroes Community program aims to maintain customer loyalty, thus increasing the ARPU (Average Revenue Per User) and LOS (Length of Stay). From the research result, its shown that a hobby, length of stay with the community, and length of stay with XL was having a great effect on consumer satisfaction for being members of XLent Heroes community, and it has an impact on their satisfaction for the XL product. Therefore XLent Heroes programs needs to be developed through the Program Development and Community Development suited to the characteristics of the community.