ANALYSIS OF CUSTOMER LOYALTY PROGRAM: THE CASE STUDY OF MYPERTAMINA, 2018

• Main Author: Mulia Panggabean, Budi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35722
• Institution: Institut Teknologi Bandung

In the concept of relationship marketing, maintaining close relationships with customers is the main determinant for creating customer loyalty to the company. The case study that used in this study is the Pertamina gas station retail business. As the marketleader in the Indonesian fuel retail industry, PT. Pertamina remains obliged to continue to grow and develop its services. One of the strategy chosen is to create a customer loyalty program. Relationship quality, which consists of satisfaction, trust, and customer commitment is a factor that can affect company loyalty. In addition to these factors, company loyalty is also influenced by program loyalty through experience involvement. This theoretical research aims to analyze the relationship between customer relations, relationship quality, loyalty and company loyalty programs. A total of 175 respondents using MyPertamina in the past one year were collected and all supporting data were analyzed by using the Structural Equation Modeling (SEM) method to measure program loyalty. The results showed that satisfaction, commitment and customer commitment (relationship quality) proved to be the important factors that influence loyalty to the company (company loyalty) positively. Special treatment and program value have successfully influenced customers for program loyalty. Finally, this study shows the results of loyalty to the program do not ensure the customers to be loyal to the company itself. This research also shows that the business offered by the offered MyPertamina program has effectively driven the customers for programs loyalty.