LOYALTY PROGRAM BASED ON POINT BANK BCU A STRATEGY TO INCREASE AWARENESS OF CUSTOMER LOYALTY PROGRAM CASE STUDY IN PT. BANK BCU (PERSERO), TBK

• Main Author: Suyono Marpaung, Samuel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46299
• Institution: Institut Teknologi Bandung

Loyalty Program is a marketing strategy that comes with an offering of reward with the goal to securing customer loyalty to a retailer Achieving rewards is related with how much customer spending on products or services, so this type of programs are also called frequent purchase programs or reward programs. Loyalty programs in business area show the appearance of dealing with different aspects related to the strategy. First, due to the goal of loyalty programs, to achieve customers loyalty as the main step of the strategy Secondly when the customers become a loyal customers, it offers benefit for the company to add profitability to the company because of the purchasing. Bank BCU Loyalty Program based on Point has launched but the conversion rate are low about 32%. This research aims to know what is the root cause of Loyalty Program Based on Point Bank BCU low conversion rate? And What is the strategic development recomendation for Loyalty Program Based on Point Bank BCU in order to increase its conversion rate? Conversion rate is a measurement of number BCU Mobile Application converted to Loyalty Program Based on Point Bank BCU. Besides finding the root cause of low conversion rate business issue this final project must recommend a strategic development of Loyalty Program Based on Point Bank BCU. Some approaches are used to construct a framework that can answer business issues. Starting with company’s internal strengths and weaknesses, external environment analysis, competitor analysis and customer analysis. Survey is held for customer analysis using questionnaire from sample respondent with main purpose is to get the Perceived Value (PV) of Loyalty Program Based on Point Bank BCU and measures marketing mix performance using 4P theory. Final project then finished by answering business issue question which result is a strategic development recommendation of product features and promotional activity.