ANALYSIS OF INFLUENCE OF GEN’ASIK COMMUNITY (SCHOOL COMMUNITY) FACTORS TO CUSTOMER LOYALTY ON PREPAID AS CASE STUDY : TELKOMSEL WEST JAVA REGIONAL

• Main Author: SUMANTRI (NIM : 29107375); Pembimbing Akademik : Ir. Evo S. Hariandja, MM, NATALIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16665
• Institution: Institut Teknologi Bandung

In Indonesia, the competition among telecommunication industry becomes more increased. PT.Telkomsel as the market leader holding 43% of market share received this <br /> <br /> <br /> with heading towards the vision and mission of the company for long term success. One of the strategies is maintaining the relationship with the consumer by runs the loyalty program in the form of making the community. The objective of the community is to increase the loyalty customer of Telkomsel’s product. Gen’Asik is one of the communities which contains the customer of prepaid As. This community has focus in school community, which specifically contains for student who used prepaid As. <br /> <br /> <br /> Gen’Asik community program was designed to give value and create the competitive advantage, which was maintaining the profitability of the company. This research aims to analysis the influence of Gen’Asik community factors to loyalty of customer, with several <br /> <br /> <br /> variables that are awareness, attitude, usage, and customer satisfaction to customer loyalty. From the whole variables, the relationship among variables and the most influence factor will be chosen to make the next community strategy for increase the loyalty of prepaid As customer and some further objectives. From the research, the result shows that as a whole all variables is having an effect on customer loyalty, which are belief, customer attitude (toward product, event, and community),using, satisfaction and loyalty. It means that Gen’Asik must functioned optimally as a program to maintain the loyalty of customer, especially who was joined with the school community. <br /> <br /> <br /> In order to increase the brand community functions to influence the loyalty of the customer, several alternative business solutions were suggested. The alternatives were made based on the connection between event or program community, online community, and membership of Gen’Asik community, which depend on experience, relationship, and interaction among the members of community. For that reason, several event and <br /> <br /> <br /> program community was suggested to increase the customer loyalty on prepaid As.